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How Many College Students Will Fit Inside a Condom?

If It's a Giant Transparent One in Italy, That Would Be 100

Published on .

For a more in-depth look at this Idea of the Week and for other examples of media, marketing and business innovations, visit Ad Age and Cream's inspiration site.

In order to raise the status of condoms in Italy, AIDS charity, Cesviamo, organized a flashmob at the campus of a Milan ILUM university. The premise of the 'condom mob', as it was dubbed, was to get students to gather inside an inflatable condom.

The charity generated interest in the flash mob using Facebook. It had set itself the challenge of fitting 100 people inside a giant, transparent condom erected on the university campus. When people arrived at the university they were each handed a normal-size condom and ushered inside the giant structure, to play the part of sperm.

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The team behind CMDglobal.com has launched Cream, The Innovation Exchange. Cream indexes and analyzes the world's media, marketing and business innovations. Combining a library of more than 2,500 case studies with insight and analytical tools, Cream provides inspiration and helps you discover what's next in the world of communications.

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