Context
In the general context of an HIV/Aids epidemic revival (5,000 new infections in France in 2002) 40% of the 15-19 years old claim they don’t use condoms any more (Nova Mag-Opinionway – 2002), relying on trust instead of latex.
Knowledge of the issue is patchy, badly assimilated: 50% of young people think Aids can be transmitted through saliva or sweat!
Objective
To invite the general public to pay redoubled attention in the summertime period which is especially favourable to loosened preventive behaviour and to the younger ones having their first sexual relations.
To remind that the only way to be protected against Aids is to use a condom and that, of course, the virus takes no vacation.
Project
AIDES launched a national summertime Aids prevention campaign directed at the general public. Our association’s prevention messages was delivered by the character Dick.
Audacious and amazing, Dick is also a pleasant mouthpiece for some truths that people urgently need to be reminded of.
This campaign includes 6 visuals, 7 TV ads and 4 radio ads.
Distribution
Free press advertising, urban advertising (4,000 8m2 and 12m2 boards), four radio ads, 135,000 postcards, 10,000 40x60 posters, 50,000 free condoms, free broadcasting of 7 prevention ads on TF1, M6 and Canal +.
A special issue of Libération with advertisements exclusively dedicated to Dick visuals.
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Campagne - 2002 - prévention
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