High Five: Ads Against AIDS

At this time, the HIV virus was deadly. The goal was to make a strong impact to raise mass awareness with a shocking, unforgettable image. The campaign indeed shocked and sparked debate between those who saw it as a powerful, universal message and those who felt offended by it. Over time, and with the evolution of the fight against the disease, awareness messages have also evolved, highlighting the use of condoms.

Years later, another extraordinary campaign by TBWA\France emerged, boldly showcasing the need for protection in the film 'Graffiti' (2009). The tone stood out with its unrestrained approach to the message: boldly depicting genitalia and sexual relationships through drawings reminiscent of what we all saw in school bathrooms and locker rooms. These campaigns, supported by the unwavering commitment of the association, helped shift mentalities and laws. AIDS became a public health priority, and fundraising efforts raised awareness among the public and the government about the urgency of stopping the epidemic.

This film is aimed at young adults who need to be sensitised to condom use. It portrays the feelings of a young man (represented by the graffiti of a penis) in search of sexual relationships. Everyone avoids him until a young woman draws a condom on him. He immediately becomes much more attractive and interesting in the eyes of those who were previously afraid of being infected, and who can now, thanks to the condom, engage in uninhibited sexual relationships.

This phase marked a significant turning point in the association's communication, as scientific advancements achieved what once seemed impossible: treatments that allow people to live with the virus and prevent its transmission. A remarkable scientific milestone that demanded a corresponding social progress. AIDES then focused its messages on changing perceptions of the most vulnerable communities to HIV: men who have sex with men, transgender individuals, and drug users among other communities.

Once again, advertising played a crucial role in changing mentalities because individuals who feel ashamed of their condition are less likely to get tested or seek treatment. It was during this time that the association prioritised messages to destigmatize these communities, fostering pride and strong community support systems by advocating love over discrimination.

This campaign promotes inclusivity and tolerance in a world where the most vulnerable communities to disease are often marginalised and excluded from society, and consequently, from the healthcare system. It urges people to embrace love and diversity, encouraging unity rather than division.

The fight does not stop there. Since not everyone can access treatment, and as long as the virus is not eradicated, it remains a deadly threat to many communities. This is what AIDES aimed to highlight to the French presidential candidates in 2022 with guerilla posters created by STRIKE, criticising the lack of HIV-related programs in their platforms.

This advertising campaign took place during the French presidential elections. Posters featuring lookalikes of the candidates were placed next to their official posters, showing them turning their backs on a crucial public health issue by excluding the fight against AIDS from their electoral platforms.

In 2024, the association is celebrating its 40th anniversary. It starting to be perceived by many as less prominent and less radiant than it was in its earlier days – almost as if it were going through a mid-life crisis. That’s why, for its anniversary film, AIDES delivered a message emphasizing the importance of its role in our society: "Aging can be scary. Yet, we couldn’t wish for anything more beautiful." A sensitive film where individuals see themselves aging in a mirror, initially suggesting it might be an ad for anti-aging cream. But it’s not.

This film simply celebrates those who are still alive thanks to AIDES' actions. It’s a victory that AIDES can be proud of, reflecting on the impact activists have had on the lives of these individuals, their families, and their loved ones.