There's a Serious Point About HIV in These Provocative Ads for AIDES

Print Work Highlights How People On Treatment No Longer Pass Virus On

By Alexandra Jardine. Published on Nov 29, 2016

Editor's Pick

French HIV awareness organization Aides is well-known for its provocative ad campaigns, and its latest is no different. In a series of black and white print ads (stylishly shot by French photographer Mathieu Cesar), naked couples are partaking in activities like piano playing, parachuting, ballet and scuba diving, in sexually provocative poses that leave little to the imagination.

However, there's a serious point to be made. The message, in the copy, is that HIV positive people have a lot to "pass on." But -- today -- not HIV.

The ads, by TBWA/Paris, have been created to communicate the little-known fact that, thanks to anti-retroviral drugs, the virus is now undetectable in the bloodstream and sexual fluids of affected people once they have been treated. In France, 86% of HIV-positive people who have been tested and are now being treated have an undetectable viral change.

Aurelien Beaucamp, president of Aides, said in a statement: "It is our responsibility to reveal this information to the most people possible. Because what weighs most on the quality of life of HIV-positive people today is not the virus. It's the daily discriminations they have to suffer."

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Nov 29, 2016
Mathieu Cesar

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