TBWA/Italia campaign promotes AIDS awareness in the ladies' restroom
Mar 13, 2013
Italian HIV awareness charity Sieropositivo is trying to attract the attention of women, particularly as HIV transmissions are rising among Italian females. Agency TBWA/Italia organized a pro bono campaign for International Women's Day on March 8th, inside the ladies' rooms of various restaurants and clubs in Milan and Rome running events dedicated to women. Printed on toilet paper rolls was the question: "When you use a public restroom do you fear diseases?" together with a QRCode for the connection to the Toiletthinksite. The idea is to remind women that while they might fear infection from toilet seats, the real way to protect themselves is when having intercourse. Visitors to the site are also encouraged to make a donation to the charity and share the site on social media.