As people are becoming more careless, sexually transmitted diseases are spreading. Consequently, the "Where will 100,000 condoms end up?" campaign was created by Ester. The aim of this was to make condoms more fun. 100,000 condoms were numbered with a text to encourage the user to communicate the fate of their condom by uploading their story onto kondom08.nu. Following this, 110,000 Stockholmers visited the kondom08.nu site and Clamydia cases decreased by 13% compared with 2008. Clearly, this was a hugely successful integrated campaign.