Guerilla-Strategy: reach target group where they usually meet – in gay bars, pubs and restaurants – and try to get impact. Mailing 'Lie-Detector' to bar-owners to present the campaign and the ad-material, inviting them to order and place it in their premises.Follow-Up: distribution set of info and deco material: brochures, posters, toilet-stickers, beer-mats, matches, free-cards.All items invite people to visit http://test.aids.at, learn about the anonymous HIV tests and order their personal posters copies.To succeed with this strategy we created an eyecatcher that is of high symbolic value and well known for 'lying to oneself': It's Pinocchios nose, that has high impact – it looks somehow like a penis. Headlines involve to self-critical thoughts and should lead to the demanded reaction – the HIV test.

16% of all relevant bars and restaurants accepted spontanously to support the activity and ordered posters and other deco material. Visits at the Aids Help Internet site has increased by 18% since starting this campaign. And most important: Increase of anonymous tests by 12%.Challenge: to approach a difficult to address and very personal topic to a very sensitive community that cannot be found in mailing lists. And to motivate this target group to react by going to the test.