The Stockholm County AIDS Prevention Program has launched a new mobile campaign with the assistance of the Esther advertising agency, which has been designed to use QR codes to promote safe sex.
Young people in that city are in the demographic that is among the worst not only in Sweden, but in the entire continent for not practicing safe sex. This campaign has been designed to be fun and informative, promoting the use of condoms.
The campaign was launched with the distribution of free condoms that featured a QR code on the packaging, encouraging smartphone users to scan it. This directs the smartphone user to download an app, which gives users a recording of the measurement of the sounds, rhythms, and duration of a sexual activity when the app is active and the smartphone is placed on or near the bed.
The information collected by the app is then anonymously sent to the campaign website, along with additional “profile” information such as favorite music, hair color, pets, and other data. The users can then compare their information with the average through the use of a graph created by the app.
This simultaneously provides Esther with interesting statistics that they are adding to campaign posters throughout Stockholm. For example, one claimed that cat owners aren’t as loud as dog owners.
The results of the campaign have so far exceeded the expectations for it, as 39 percent of young people in Stockholm said that following the use of the app, they were more likely to use a condom than they were before they were exposed to the campaign.
