Ruby

Context
Rio Grande do Sul, Brazil.
Men aged 20-29 are the main infected by rubella, and must be impacted with how easy the disease is contracted (mostly through kissing).

Solution
At nightclubs, models initiated flirtation. Halfway through, they left and asked for the aproachees phone number to arrange something later. Head over heels, the impacted men gave their number and, shortly after, were texted:
"If Ruby was Rubella, youd have gotten her by now. Be vaccinated!"
They thought they could have gotten Ruby, and then learned that by now theyd have gotten the Rubella.

Results
Action surprised the target. At the end, 83% were vaccinated. The Department of Health celebrated the result.

Category:

Nonprofits & Activism

Tags:

• Ruby