“Cuéntale. Solo existe una vacuna contra el SIDA y es la comunicación” ("Tell him. There is only one vaccine against AIDS and it is communication") is a campaign that aims to prevent AIDS among young people between 12 and 16 years old, at the request of the Durex brand and the European Parliament.
After investigating background, public objectives and segmentation, a proposal of value, concept and claims and a set of creative pieces was generated for a campaign focused on parents, a nuclear target audience.
The idea is to break down the communication barriers and taboos between parents and children so that they address the AIDS problem in an open and effective manner.