Laurence & Renaud / © TBWA\Paris
Laurence & Renaud / © TBWA\Paris The Dice
Date of production: 2004
Context
Despite 20 years of efforts, AIDES sees every day that preventive behaviour is not always a reflex. Even worse, with the progress of tri-therapy, there is an overall loosening of protection behaviour even though being unprotected is risking one’s life.
Objective
This simple statement of a very real fact is what that AIDES wanted to remind through a poster advertising campaign using a clean and sober graphic design.
This campaign shows a dice, symbolising games of chance, with first names in place of numbers because making love without a condom is very much like risking one’s life on the toss of a dice.
Project
There are two versions of this visual, one directed at heterosexual boys and the other at heterosexual girls or men having sex with other men.
They also invite young people to ask themselves if they really know who they are going to spend the night with :
"Isa, Lola, or Aids?"
"Sacha, Lucas or Aids?"
These two simple and easily understandable visual shortcuts, in the French tradition of posters, enable AIDES to reiterate its leitmotiv: "Protect yourselves".
Distribution
4x3 posters.
40x60 posters and postcards distributed trough our network and partners.
Free advertisements in the Guides du routard 2007.
Partners
Agency: TBWA\Paris
Creative director: Erik Vervroegen
Photographers : Laurence & Renaud
Poster advertising: JC decaux/Avenir
