"Le sida est beau. Cet été, protégez-vous" © TBWA\Paris
"Le sida est beau. cet été, protégez-vous" © TBWA\Paris AIDS is Beautiful
Date of production: 2005
Context
In 2005 Aids was a Great National Cause in France.
This year was characterised by a really inefficient public policy against Aids and an ever worrying context of revived epidemic in France (6,000 new infections in 2004 – UNAIDS)
Objective
AIDES decided to make even more fuss against Aids by being present on all fronts related to prevention with this new prevention campaign addressing the general public.
Mostly focused on condom use, the campaign includes posters, TV, movie and radio ads, printed advertisments.
Project
Punchy "Aids is beautiful" posters remind that nobody should be considered HIV negative out of hand and that protection must therefore be used with any partner. They address every kind of public, with an emphasis on people who would feel they are totally safe because they think they have chosen the right partner, the one who is not HIV positive, on a mere physical or social criteria. Only an HIV test can tell the serological status of a person and only a condom ensures protection against infection.
Distribution
Poster advertising (2,000 4x3 boards and bus shelters), 10,000 40x60 posters and 40,000 postcards distributed trough our network and partners.
Free press advertising.
Partners
Advertiser: AIDES
Agency: TBWA\Paris
Creative director: Erik VERVROEGEN
Photographer: Christophe KUTNER
Poster advertising: JCDecaux/Avenir
