WOM against HIV: Word Of Mouth against HIV

There are 33000000 HIV positive all over the world. And People have just stopped talking about it.
WOM against HIV aims to make people aware of the need to use condoms in order to limit the spread of HIV. So we started inviting people on social networks to be the spokepersons of the campaign with a photo of them, together with 10 italian VIPs.
The project has 3 different phases in which everyone can take part:
1. Website launch, start up on social networks official pages, VIP photo shooting;
2. Users generated photo gallery (20 of them will be selected for the offline exposition);
3. An exhibit of 30 photos in Milan (10 VIP photos + 20 users photos).

The result is a spontaneous word of mouth, people just want to be in that gallery because being responsible is the new cool.

The project lives on the official website, on Facebook, on Flickr, on Twitter and on Youtube.