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With the rising crisis of undiagnosed STDs, MedLife, Romania’s leading private healthcare provider, set out to reach younger generations where they were most at risk: summer music festivals.
While healthcare brand activations at festivals are often ignored, MedLife decided to go the only place that no one can avoid, the festival toilets, and turned them into real-time STD testing stations. Launched by Golin Romania, “World’s Favorite Toilet” became the first healthcare initiative within a festival that followed Gen Z’s rules: no clinics, no waiting rooms, no judgment. The program instead offered a quick, private test inside a festival toilet, flown 60 miles to a lab by drone, with results delivered in under three hours.
