High Five: Ads Against AIDS
December 1st marked World AIDS Day. This year, the AIDES association is celebrating 40 years of fighting against HIV. Over four decades, the association's advertising messages have evolved, accompanying a constantly changing battle. At the beginning of my career in advertising, I remember the extraordinary image of a man making love to a scorpion and a woman making love to a tarantula. These visuals deeply moved me with their power, aesthetics and simplicity. These images were part of an AIDES campaign by TBWA\Paris in 2005. At the time, Erik Vervroegen was the creative director, and you could say he delivered a swift Mawashi (high kick) to the creative advertising culture of that era.
Seeing those images, I realised that the role of a creative in advertising went far beyond selling products. The opportunity to create films, posters and campaigns was an incredible chance to make a difference. This campaign symbolised a time when the association emphasised prevention against a clearly deadly virus. Although the message was initially poorly received by AIDS victims, who felt represented as monsters, this campaign remains etched in the minds of those who saw it.
Here are five AIDES campaigns that have stayed with me...
AIDES - 'Spider & Scorpion'
Agency: TBWA\Paris
Creative Director: Erik Vervroegen
Photographer: Dimitri Daniloff
IMAGE
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.
AIDES - 'Graffiti'
Agency: TBWA\Paris
Executive Creative Directors: Eric Holden x Rémi Noel
Art Director & Copywriter: Ingrid Varetz
Director: Yoann Lemoine
FILM
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.
AIDES - 'Make Love, Not War'
Agency: TBWA\Paris
Executive Creative Directors: Benjamin Marchal x Faustin Claverie
Photographer: Eric Troaré
IMAGE
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.
AIDES - 'Today, There Is No Candidate to Confront AIDS'
Agency: STRIKE
CEO & CCO: Jérôme Gonfond
Creative Director: Rémi Lascault
Photographer: Yann Le Pape
IMAGE
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.
AIDES - '40 Years'
Agency: STRIKE
CEO & CCO: Jérôme Gonfond
Production: VOIR Pictures
Director: Ariela Dorf
FILM
Facing one's image as we age is not always easy. Yet, for AIDES, it is a great joy to see the people they have fought for grow older, something that seemed unthinkable just a few years ago.
What I find remarkable in the evolution of the association's communications over time is their perpetual attachment and sensitivity to bold and impactful creations, always accurate in their messages and in their ability to make everyone understand the importance of not stopping this fight so long as the virus remains a threat to our live
