Starting with a very limited database and no budget, the campaign had to rely on viral spreading only. 23000 direct hits is not enormous, but the site and its message were picked up by numerous blogs and were an item on national TV news during 2 minutes. Total reach: 750,000. Total investment: 50 Euros for hosting the site.

In Belgium 3 persons are contaminated with HIV every single day.The internet plays an important role in this phenomenon: 1 in 2 singles has had a sexual relationship with someone they met on the internet, 28% of them on the very first date. A campaign using the same channels (social networks, email) was needed to reach the target group.

Enter Penisbook. First, people receive an email with the surprising message that they are featured on penisbook. They find a website very much resembling Facebook, but showing only penises, not faces. All contacts also are depicted by their penis.When the curious visitor clicks on an image, he's confronted with the message 'Meeting someone is so much easier these days. Do it safely'.Visitors are invited to share their concern by inviting friends (also depicted by penis pictures) to the site.

The humorous tone of voice increased motivation with the target group to forward the website to friends. Whereas most campaigns tend to use and point the occasional finger, penisbook used a light-hearted approach without condemning sexual adventure, thus illustrating the open attitude of AIDE INFO SIDA.