Imagina Más: Peeboards

According to the World’s Health Organisation, there is a “profound global impact from STI which, if untreated, can lead to chronic and severe effects.”

Faced with this alarming situation, Peeboards aims to shed light on STIs and demonstrate how easily we can combat this surge in cases through something as simple as urinating, a daily routine eve. In places where it is discouraged… As every day in Madrid, dozens of people, mostly young individuals, are fined for public urination.

Peeboards transforms that hygiene problem into an innovation and engaging solution. The city streets light up with hidden messages that appear when they come in contact with the urine, using a special water-repellent technology. Each message carries a call to action, informing people that detecting an STI is as easy as peeing.

In addition to the impactful urine-activated messages, the campaign features digital activations on social media, a launch video, and a website mupis.info, where detailed information about all types of STIs can be found, along with locating the nearest STI testing center.