© Akama Studio
© Akama Studio
© Akama Studio Baby, Baby
Date of production: 2005
Context
In France, 10 years ago, there was 1 woman for 7 men when it came to Aids cases, today there is 1 woman for 3 men.
The first results of the mandatory HIV notification (BEH N°24-25/2004 – June 8th, 2004) showed that 43% of new infections and 58% of infections through heterosexual relations affect women. Moreover, they represent 29% of persons in Aids phase.
The number of HIV diagnosises for women is superior to that observed for men in the 15-19, 20-24 and 20-29 age brackets. Starting with the 30-34 age bracket, it is men who are more affected.
Infection through heterosexual relations concerns 80% of HIV diagnosises for women, that is almost all women for which the infection path is documented. Among the female Aids cases, the percentage is similar (82%). (source: INVS, November 2004)
Objective
AIDES has chosen a ludic prevention approach to play things down concerning condom use and to encourage the general public, and especially young women, to systematically protect themselves when having sex.
Project
To achieve this, AIDES chose a 3’37’’ 3D short film which humoristically relates the love life of a young woman in search of the man of her life. During each love encouter the young woman systematically protects herself with a condom, while waiting for the "good one".
Distribution
Free broadcasting on ARTE, Canal +, M6, MCM and LCP-la Chaîne parlementaire.
Partners
Agency: TBWA\Paris (http://www.tbwa-france.com)
Creative director: Erik Vervroegen
Copywriter: Véronique Sels
TV producer: Christine Bouffort
Production: Wanda Productions (http://www.wanda.fr)
Film director: Wilfrid Brimo
3D: Akama Studio (http://www.akamastudio.com)
Music: "Baby baby" by The Vibrators (Sony Music)
Film length: 3’37
This video has been awarded a Gold Lion prize at the International Advertising Festival of Cannes and the Grand Prix of the best civic campaign by the French National Assembly.
