1972

The ad uses very direct, unambiguous language while maintaining a playful, informal tone and promote safe sex practices. The tag at the bottom translates,"do it! but do it with [a condom]." The informal command is used, implying social proximity to the target audience. The phrase "mach's mit" alludes to (but doesn't mean) the verb "mitmachen" which can mean "to join in, participate." The implication here is "you're not the only one who wants to be safe". It is the latest incarnation of a long-running campaign for safe sex awareness. Versions of these 4 ft. posters are at most downtown tram stops in Würzburg. It's a very rich campaign and could be used for several of the LESCANT domains.