The results for the entire campaign were great. The sales of the product increased by 126%. Which made RFSU’s home Chlamydia test become the market leader. And this in a market where you can order free Chlamydia home test from the governmental hospitals.

Our faked Chlamydia test was in fact a sticker that looked like a serious and scientific test with the text "Pee here to see if you have Chlamydia” on urinals in pubs and cinemas. When peeing on the sticker a heat-sensitive colour disappears from the sticker and reveals our message: “It’s not quite that simple, but almost”.

The cold water that flushes the urinal clean ensures that the sticker will return to its original form, ready to fool the next unsuspecting victim.Placing the faked test in nightclubs and cinemas are highly relevant because that’s where you most often are about to get it on with the other sex, and therefore are most worried about STDs.The sticker is part of an integrated campaign with faked Chlamydia tests in banners, movies and Web TV.

Brief:Launch RFSU’s discreet and painless test for Chlamydia that you can do at home and receive answer online within 24 h.

Insight: Launching a Chlamydia test in Sweden is complicated since testing yourself for Chlamydia has so far been an embarrassing and painful experience. Making our target fool themselves in to thinking that they don’t need to test themselves.

Strategy:We needed to bring them out of their denial and make them realize that they actually want to know if they have the disease or not. To succeed with this we had to trick them a little.Idea:Make faked Chlamydia tests that were so simple to do that you couldn’t but try it. And by doing so, making them mentally realize that they in fact wanted to test themselves. Good thing RFSU offers the simplest way to do it then!