We needed to develop imagery that would take a modern look at social diseases, hence we wanted the visuals to invoke the popular social media practice to remind viewers to wrap it up.

As of now it seems that the concept of 'Checking in' was and is the only option to do it properly.

4 days after the iPad magazine was published = over 100,000 views and shares over social medias, blogs etc.5th day after the publication => Facebook removed the female image according to 'regulations'To date over 2m views and talk raised on hundreds of discussion forums and blogs.