Reject Aids, not HIV-Positive Persons

ACCUEIL

Est-ce que vous aimeriez autant ma gueule si j'étais séropositif ?
François Darmigny / © TBWA\Paris

Est-ce que je serais encore au 20 heures si j'étais séropositive?
Emanuele Scorcelletti / GAMMA / © TBWA\Paris

Question à 1 million : m'apprécierez-vous autant si j'étais séropositif ?
François Darmigny / © TBWA\Paris

"Est-ce qu'on m'engagerait dans les meilleurs clubs d'Europe si j'étais séropositif ?"
J.B. Guiton / Studio 29 / © TBWA\Paris

"Seriez-vous prêt à tout essayer avec moi si j'étais séropositif ?"
François Darmigny / © TBWA\Paris Reject Aids, not HIV-Positive Persons

Date of production: October 2006

Context

In many expression forums created by AIDES, a fundamental need appears for HIV positive persons to talk about their disease, both privately and publicly, withoutrisking stigmatisation or rejection by their friends and family and/or society.
According to the latest survey by Sida Info Droit, nearly 6 persons out of 10 have been discriminated because of being HIV positive (professional life, insurance & bank, neighbours, family, etc.) – "Enquête sur les discriminations à l’encontre des personnes vivant avec le VIH" (Survey of discriminations against people living with HIV), Sida Info Droit, 2005.

Objective

To remind the general public that HIV positive persons are still suffering stigmatisation and discrimination, and that it is also ruining their health condition.
To raise general public’s awareness through very moving stories in order to spark reflection and, eventually, to encourage a change in attitude towards diseased persons.
To send a supportive message to HIV positive persons by mentioning their daily problems and to promote efforts by society.

Concept

This campaign is centered on advertisements presenting portraits of VIPs from the worlds of music, sports or TV (Sébastien Cauet, Claire Chazal, Didier Drogba, Jean-Pierre Foucault, Johnny Hallyday, Laurent Ruquier et Muriel Robin). Their involvement allows the campaign to stress the absurdity of the discrimination HIV positive persons are facing and to make the general public think about situations of avoidance, rejection or stigmatisation.

Distribution

More than 70 free press advertisements, with a particular contribution from Métro and Le Parisien-Aujourd’hui en France.
14,000 posters and 140,000 postcards distributed through our network and partners.
31,000 small posters distributed at tobacconists’ through their magazine "Le Losange".
2,000 advertising boards (4x3m, 8m2 and bus shelters) offered by JC Decaux/Avenir
Several cities also support the operation by offering 2,150 municipal advertising boards.

Partners

Agency: TBWA\Paris (http://www.tbwa-france.com)
Creative director: Erik VERVROEGEN
Photographers: François DARMIGNY, Renaud CORLOUER/Who's Photography, Emanuele SCORCELLETTI/GAMMA, J.B. GUITON/Studio 29
Poster advertising: JC Decaux/Avenir (4x3, 8m2 and bus shelters) and city councils of Agen, Angers, Angoulême, Aubenas, Aurillac, Auxerre, Avignon, Bayonne, Belfort, Besançon, Bordeaux, Brest, Cenon, Chalon-sur-Saône, Chartres, Clermont-Ferrand,Dax, Epinal, La Rochelle, Lille, Lorient, Metz, Montpellier, Nevers, Nîmes, Paris,Pau, Périgueux, Poitiers, Reims, Rennes, Rouen, Tarbes, Toulon, Toulouse, Tours,Vichy and Villeurbanne
Tobacconists Network: Le Losange