The setting
The discovery of Aids drastically changed the topography of French society and revealed its shortcomings. In this setting, HIV/Aids organisations, and in particular AIDES, (one of the oldest) have played a vital role.
In its new campaign, for its 25th anniversary, AIDES decided to emphasise the dominant role civil society has had since the beginning of the epidemic as an actor and driving force in social transformation.
This campaign also pays tribute to those who by their unprecedented commitment fostered a communal and community response to the fight against Aids in France.
The objective
To make public the fact that in fighting for the rights of HIV positive people, AIDES brought about profound changes in society which benefit all citizens whether they are HIV positive or not.
To change our attitude to illness and sick people: sick people are often perceived as the most vulnerable and fragile members of society, and yet they have been the driving force behind countless social reforms.
To bear witness to the values supported by AIDES: the progress made by patients, innovate, daring and political action.
To alert public opinion on HIV/Aids related issues: the fight against Aids is not only the responsibility of HIV positive people. HIV positive or HIV negative, whatever our differences, each one of us can play a role in this fight. A profound willingness to change society is all that is needed.
The project
The nationwide campaign designed by the TBWA Paris agency is set out on five visuals which illustrate the efforts and key values of the organisation:
- Activism: expresses the mobilisation of the activists committed to this fight
- Social change: comes back to the origins of AIDES and the ambition of social reform
- Patients’ rights: AIDES has always asserted that patients should have the right to make their claims heard and to be experts of their own illnesses.
- Prevention: acknowledges all the actions led by AIDES for access to condoms.
- Innovation and daring in the response to the epidemic: AIDES has always experimented with new prevention methods and approaches in dealing with this ever changing epidemic.
Distribution
The campaign ran from the 19th of June 2009 to March 2010.
- The campaign was unveiled on the 19th of June at the national AIDES congress which gathered together 350 AIDES activists
- It was published in the local and national press
- On postcards and bill boards
- On internet
- On radio adverts
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Campagne - 2008 - institutionnelle
