I thought the mail was spam. It referred to www.penisbook.be and I certainly was not gonna click on that link. But actually it made it already thru the spam filter as it came from a friend. To be correct: from probably the most charming ‘media & connections director’ in the Belgium agency landscape – and certainly not the type that would refer you to dodgy sites. So I clicked and got to www.penisbook.be.  I cannot describe it better than Facebook for the euh… that male organ down under. And an in your face message. I am told that more than 1 single out of two has already had a sexual relation with a person they met on the net. And for 28% of them, sex happened on the first date. The non profit organisation Aide Info Sida wanted to draw the attention to the fact that in Belgium 3 three persons are contaminated with HIV every day. More than ever, wearing a condom is the way to stop aids. And a viral campaign in true social networking style. Neat & cool. I love it.