Challenge:80% of HIV infections in Poland are due to risky sexual contacts.Almost half of people infected are less than 29-years-old.

According to estimations 70% of people infected are not aware of their situation.Objectives:Polish Red Cross briefed us to warn youth against having unprotected sex with strangers and encourage them to take a blood test for HIV.Strategy:As traditional forms of communication don't work, let's reach our target audience (men, age 16-30) where they live their second life: Facebook. Let's engage them by giving them the opportunity to virtually experience the possible consequences of risky sex.Execution:2 weeks before World AIDS Day we created a Facebook profile of a very attractive girl. This beautiful girl was sending Friend Requests to male Facebook users. If they confirmed her request, they would see a movie on her wall, showing their decision of confirming a stranger as an analogical situation in real life, but with fatal consequences of contracting HIV.Results:The campaign movie had over 2,000,000 views making it the most popular non-profit viral ever in Poland (there are 17m internet users in Poland).43% more blood tests in the first month of the campaign compared to previous year (2293 in November 2010 versus 3,287 in November 2011).1,300+ friend requests confirmed, including journalists.3 publications in biggest national TV channels.Earned media = €40,000Why PR?:-HIV seems to be marginal problem in media nowadays. We had to give media an interesting starting point for discussion about HIV prevention.-0 media budget

We created a Facebook profile of a very attractive girl. She was sending Friend Requests to male users from our target. They had to decide whether to confirm or ignore her request, basing on her photo only. If they did, they could see the only post on her Wall there was: the movie, “Do you remember how we met?”.The movie used the user's POV to show their incautious decision just taken on Facebook as a real life situation: meeting our heroine at the bar, being tempted by her beauty, ending up in an intimate relationship despite knowing almost nothing about her.The final sex scene ended with: “She is HIV positive. Now you are too. Life is not Facebook. Don't accept invitations from strangers.”The filmed linked to a campaign webpage, where users could get information on how and where to take a blood test.

In the first month of the campaign the amount of blood tests rose by 43% compared to previous year. (Nov 2010 = 2293 tests, Nov 2011 = 3287 tests).Over 1,300 Facebook users confirmed the friend request from our heroine (including journalists). The users helped us to amplify the campaign by suggesting our heroine to their friends.

With no media budget, the campaign movie became the most popular non-profit polish viral ever with over 2m views (note that there are 17m internet users in Poland).

The movie was shared on Facebook by over 42000 users.3 publications in biggest Polish TV stations (TVN, TVN24, TVP Info).Radio publication in national station (Radio Kolor).Articles on main page of most important Polish web portals (onet.pl, wp.pl)Earned media of €40,000 value.Campaign was commented on in foreign media and webpages in 150 countries and adapted by foreign Red Cross.