one • in • five is a public awareness campaign that focused on the prevalence and contagious nature of the herpes virus. The red dots started "popping up" in every five things such as restaurant table tiles, stairways, giant buildings, the library shelves, lecture hall seats, etc. All with absolutely no explanation. This approach not only got people talking, but lent itself to the fact that a lot of herpes infections go undetected and undiagnosed. By counting the dots and trying to figure it out, people were internalizing the statistic without the scare tactics and disgusting visuals so common in STD literature.
It got a great initial response, but also created change. Three months after the completion of the one • in • five project, campus STD testing increased by 55% with some patients even referencing the campaign specifically.