Name and city and state of marketer 
Winnipeg Regional Health Authority, Winnipeg, Manitoba, Canada

Name and city and state of agency or marketing services firms
Fingerprint Communications, Toronto, and Tagga Media Inc., Vancouver

Campaign/program name
Relieve Yourself/Pee-in-a-Cup

Duration
Four weeks

Keyword and common short code used
Consumers were asked to text the keyword PEEINACUP to the short code 82442.

Objective
The goal was to get people to get tested for sexually transmitted infections (STIs), increase awareness of STI incidents and remove false perceptions about testing.

Target audience
The target demographic was Winnipeg-area youth ages 18-24.

Strategy
The strategy was to create a campaign that raised concern and awareness among Winnipeg youths about the incidents of the sexually transmitted diseases gonorrhea and chlamydia in their age group.

Through SMS and the mobile Web, the company created a channel for the audience to gain instant and private access to important information about a sensitive topic.

Call-to-action
"Text the keyword PEEINACUP to the short code 82442 or go to http://www.peeinacupwinnipeg.ca for clinic locations and a chance to win $1,000. Std msg and data rates may apply."

Here is an image of the collateral:

Tactics
The campaign media buy focused on public transit and also included Facebook ads and in-theater calls to action. The contest component was included as a means to measure intent and awareness.

Results
Over the course of the four-week campaign, more than 10,000 people visited the Web site and 825 people entered the contest, which is 1.2 percent of the total target population in Winnipeg.

What challenge did mobile address?
?Mobile was a great channel to communicate information to this demographic, even with the sensitive nature of the topic,? said Tim Keenleyside, partner and co-creative director at Fingerprint Communications, Toronto.

?Our client is very happy that this campaign has helped drive a breakthrough on an issue,? he said.