Context
The latest data from the INVS (Institut de veille sanitaire – French Health Monitoring Institute) confirm tendencies that have been observed for some years. In 2004, 7,000 positive HIV detections have been recorded in France, the majority of which were infections though heterosexual relations.
Since the arrival of tri-therapy in 1996, the disease seems much less menacing to the eyes of the "post-Aids" generation, who often are not aware the deadly threat is still around, and thus feel less concerned by prevention. The result of this trivialisation is that Aids is no so worrying as it used to be.
28% of the 15-34 years old say they didn’t use a condom the first time they had sex with their latest partner. Yet, almost one third of people under 35 say that during summer they have sex more often, and 11% also have more sexual partners. This higher number of partners is mostly observed among younger people.
Objective
There is a need, especially during summer – a time of all-out loosening during which more encounters are made– to keep the general public interested in prevention, especially young people, to make them react so they always feel concerned.
Project
To look for new communication channels in order to never get boring to them, to foster reactions in order to mark their minds, to spread messages in an ever renewed form, such is the idea that sparked this new awareness campaign.
This campaign aims at moving off the beaten tracks to address young people in an odd fashion. This year, the message plays on the contrast between an HIV infection and the irony of it coming from a lousy sexual intercourse.
Distribution
Press advertising, 4,000 40x60 posters and 20,000 postcards distributed trough our network and by volunteers involved in summertime actions.
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Campagne - 2006 - prévention
