Find an effective way to talk about AIDS to youths during World AIDS Day, with a very low budget.

During World AIDS Day we managed to make our voices heard.130% more visits on sieropositivo website.More than 100 articles in Italy and around the world.Over 20,000 activities on the website and on social networks

We have involved a famous Italian director (Luca Lucini), who made successful movies appealing to young people. We announced the launch of the movie with his help. On the web page we announced an upcoming street casting to find the main characters. Several blogs about cinema and entertainment spread the news. On the Facebook page we informed people about casting, announcing the 1st of December as the date for revealing the protagonists. In the meantime casting started. Many would-be actors arrived.But we did not find our protagonists. Because no one said yes. On the 1st of December we published a video with their answer to our question.

For some reasons, in Italy the media doesn’t talk much about AIDS so people, and particularly young people think the virus is not a threat anymore. Moreover there’s a problem. Most youths do not listen to the information on the matter. Actually, young people do not listen to anyone. Except themselves.