Saatchi & Saatchi Switzerland made a new campaign for Vangardist, which is a a leading German men’s monthly. The magazine invites its readers to take a hands-on approach to end the social stigma surrounding HIV.
The campaign is made because of the event ‘Life Ball’, which is one of the biggest HIV events in the world taking place every year in Vangardist’s home town of Vienna. Vangardist will for this campaign print the front cover of 3,000 copies of its Spring issue with ink infused with HIV+ blood donated by three individuals living with the HIV virus. By holding the issue, readers are immediately breaking the taboo around HIV. The magazine has been produced according to the most stringent controls, ensuring that the handling of a physical copy of the magazines carries no risk of infection, and is 100% safe. The magazine is available to subscribers and will be on newsstands and online from next week. The Facebook page launched yesterday: www.facebook.com/hivheroes and aims to be one of the most widely visited and ‘liked’ HIV related pages on Facebook.