What if virality limited contagion?
RedHot is an American charity organization whose motto is “fighting AIDS through pop culture”. Helped by the agency Wing, RedHot decided to reach out to straight men in New York (the city with America’s highest reported AIDS cases) through a hidden camera in a bar and an actress who was charged with getting men’s cell phone numbers. Once the actress left with the man’s number, he would receive a string of SMSs from the woman’s exes, featuring details of her sexual past. Finally he would receive a final text with “Don’t get more than her number, protect yourself” and the URL for the charity. A smart way to remind New Yorkers to protect themselves!