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Pavel Pimenov, the head of communication department of Elena Franchuk foundation "Anti AIDS" says:

– There were three main points when we formed a brief for the campaign & defined the aim audience. First one was that the disease has a female face nowadays. Women are the most vulnarable part of people. There are some causes of such situation: social, psychological phisiological origins. The second point is the age-related test. Majoruty of HIV- positive people of our country are youngsters. And the last thing is that we had to break the barrier in using of contraceptives. This is a barrier of safety sex proposal. It could sound too brave but I'm sure that we can stop the HIV/AIDS disease in our country when we would change the behavior of young women.

Annа Balicheva , account – manager of the project says :

– Theoretically everybody knows about safety sex as a mean of fight against AIDS Nevertheless many young ladies feel shy when they hear a word "contraceptive" but part of them doesn't consider that refusal of contraceptives is a display of trust to the partner. Therefore the main communication message was adressed to the female aim audience. Main thing we wanted to reach was a breaking of psychological barrier. The general thing we used for the reaching of such goal was to show that everybody tells & thinks about this without shy or pathos.

Immersion into the youth atmosphere helped us discuss the problem of safety sex giving young ladies a chance to hear themselves.

Tatyana Shkurenko, copyrighter & author of the idea, B.I.T.A. Advertising: