The images were meant to tantalize and attract attention and on closer inspection the spectator would notice the overlayed illustration which gave a visual representation of the symptoms of syphillis in it’s various stages. There was also a call to action, which directed viewers to a web page where they could find more information about the symptoms and risks of syphillis and how it could be treated, as well as an advice to get tested on a regular basis. Research showed that the campaign had a very high success rate and generated a lot of response.
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