© TBWA\Paris
"Les femmes ont 3 fois plus de risques d’attraper le sida" © TBWA\Paris Serpent’s Tongue / Coffin Campaign
Date of production: 2002
Context
Since the arrival of tri-therapy in 1996, the disease seems much less menacing to the eyes of the "post-Aids" generation, who often are not aware the deadly threat is still around, and thus feel less concerned by prevention. The result of this trivialisation is that Aids is no as worrying as it used to be.
Objective
To find a strong message, a message which leaves its mark on people so that they have the reflex of getting protected. To remind this way that Aids is still a deadly disease.
Concept
This campaign’s purpose is absolutely not to stigmatise sex, nor any population group or any kind of sexual practice, but just to leave a lasting mark on the receiver and encourage him/her to use protection. Both women and men are encouraged to be cautious, and this campaign appears in two versions: female genitals and male genitals.
Additionally, the female genitals visual bears a double prevention message: it is about protecting oneself, but also protecting one’s partner, given women’s greatest vulnerability to Aids. It is stressed by the following sentence, at the bottom of the poster: "Women have three times more risks of catching Aids".
Distribution
It is not a campaign for the general public but a campaign designed to be specifically posted in toilets of bars and nightclubs. It seemed more relevant to use either version of the message according to the location where it is posted:
- the female genitals in men’s toilets in bars and nightclubs
- the male genitals in ladies toilets as well as in gay bars and nightclubs
Partners
Agency: TBWA\Paris
Poster advertising: Loomédia network in Paris
