For many years, the Swiss Government of Health (BAG) want to convince people with changing sex partners to use condoms.
The problem being, everybody already knows about condoms and its pros and cons. So, how to make news out of it.
In 2018, instead of a usual campaign we ran the nationwide lottery «Use a condom & win».
We used the condoms as lottery tickets by printing winning numbers on them.
On the website the participants could enter their winning numbers in order to win many different prices like a lawn mower, a Hi-Fi stereo, food and much more.
All the prices have been sponsored by commercial brands, making this the first Swiss governmental campaign ever sponsored by brands.
The media quickly picked up the topic and made the campaign go viral.
Credits: Martin Arnold (Chief Creative, Film Idea) Matteo Sacchetti (Promotion Idea, Copywriter), Dana Wirz (Art Direction)