Everyone’s already sick and tired of hearing how important it is to use a condom. Then use it, dick.
This campaign was created by Loducca for MTV, with the aim of encouraging the use of condoms. Throughout the year, the catchphrase “#usacacete!” was repeated by the broadcaster. Apart from commercial and electronic vignettes, the network’s VJs boosted the campaign during programming. Radio spots, social media presence and the distribution of condoms specially produced by MTV completed the communication.