Viral Video Campaigning on sexual transmitted diseases (STD): How Danish youths experience and make sense of condom use

David Hesselfeldt-Nielsen, Elaine Sik-Ling Wong, Jean-Luc Ngassa, Lasse Petersen, Saadia Yousaf & Jakub Koci

Student thesis: Termpaper


Our project is aimed at gaining sufficient knowledge of a target group, mainly Copenhagen teenagers between the age of 14 and 17 to sufficiently address them with the viral video campaign. In our report, we are approaching the problem of sexual transmitted diseases and condom use among our target group. Our research is designed through a focus group interview, to elucidate how the target group produces meaning and makes sense of topics related to sexual transmitted diseases, condom use and viral videos. The focus group interview provides us with data that we analyse with an analytical tools derived from our theoretical understanding of Sense – Making and Experience Economy. Based on the analysis, we have identified six themes that are central in the production of our viral video.

EducationsCommunication Studies, (Bachelor/Graduate Programme) Undergraduate or graduate
Publication date29 May 2009


  • Experience Economy
  • STD
  • edutainment
  • Deductive Analysis
  • Web 2.0
  • viral marketing
  • Sense-Making
  • Focus Group Interview
  • social networking