© TBWA\Paris The Skull
Date of production: 2003
Context
A loosening of preventive behaviour and a disinterest for condom, which nonetheless still remains the only effective way of being protected against Aids.
A survey carried out in 2001 among 3,321 French people aged 18 to 69 by the Observatoire Régional de Santé of Ile-de-France (Ile-de-France Regional Health Observatory) about "Knowledge, beliefs and behaviours in view of HIV/Aids in Fance in 2001" very clearly highlights the fact that Aids is now considered to be less dangerous: 36,3% of French people in 1998 were afraid of Aids but only 28,1% in 2001.
Objective
To remind, through the frankly impacting symbol of death’s head, that people still die of Aids in France despite the progress of medical research and more efficient multi-therapies (which are very restrictive anyway, including many undesirable side effects).
Project
Eric Traoré, inspired by Philippe Halsmann’s photograph, produced a visual using bodies interlaced in the shape of a skull.
Distribution
Urban advertising (1,000 boards offered), free press advertising and 60x80 posters distributed through our network and partners.
Partners
Agency: TBWA\Paris
Creative director: Erik VERVROEGEN
Photographer: Eric TRAORE
Poster advertising: JC Decaux/Avenir
