Communication should encourage vaccination, disseminating how easily young people caught the disease. But where could we find a lot of 20-29 year-old men? In the nighlife... And that is where the Rubies (wordplay with Rubella) appeared: awesome babes, dressed in alluring low-cut tops. Their mission was flirting with boys at dozens of nightclubs. While flirting, the girl apologized and left the conversation, asking the approachee's cell phone number. Still wrought up from the unexpected flirt, they received an SMS revealing Ruby’s true intentions. The text read: “If Ruby was Rubella, you’d have gotten her by now. Be vaccinated!”

After being impacted by such an unusual action, guys immediately told the tale and showed their friends the text message, thus extending the number of people impacted. In 10 days, roughly 7,200 young adults were impacted; which accounts for 7% of the local universe of 20-29 year-old men. Along with other activities, this action helped the Rio Grande do Sul Department of Health get 83% of the men in that age bracket to be vaccinated. The results were highly celebrated by the client.