© TBWA\Paris
© TBWA\Paris
© TBWA\Paris
© TBWA\Paris
© TBWA\Paris Africa
Date of production: 2003
Context
Sub-Saharan Africa, which represents only 11% of world population, is where 70% of HIV affected persons live. The epidemic is literally toppling the continent: 2.4 million dead in 2002, one person dying of Aids every 25 second, 12 million orphans, closed schools because of a lack of teachers, abandoned fields because of a lack of farmers (7 million farmers have died of Aids since 1985)...
Objective
AIDES decided to make an awareness campaign on print and TV on the theme of Aids in Africa to remind the general public that a whole continent is dying, that militants are rallying there and that they need help.
Project
With the help of the communications agency TBWA\Paris, we produced a set of five press advertisements and one TV ad, shot in South Africa, which stress one of Aids’ disastrous consequences in Africa: the dramatic fall of life expectancy to 47 years (instead of the former 62 years).
The press advertisements show strong human stories of affected people, comments by diseased people.
Distribution
Free press advertising and TV broadcasting (ARTE, TF1, M6, LCP-la Chaîne parlementaire).
40x60 posters distributed through our network and partners.
Partners
Agency: TBWA\Paris (http://www.tbwa-france.com)
Creative director: Erik Vervroegen
Film director: Miles GOODALL
South-African Production: SUBURBAN
French Production: HAMSTER
Post-Production: BANC PUBLIC
Soundtrack: EMI South Africa, Studio Mercredi 9
Filmed at Ladysmith / South Africa
Press agency: MAGNUM
Photographers: Francesco ZIZOLA, Kent KLITCH, Chris STEELE-PERKINS
