It’s with this message that the association AIDES and TBWA\PARIS want to remind the public how important it is to protect oneself.
AIDES is the most important association fighting against AIDS in France and in Europe. AIDES has been fighting for the past 30 years against the social injustices, reavealed by the epidemic and fighting for an access to treatment and prevention means for all.
Since 1987, AIDES’ rallying has been pushing public authorities to lift the taboos that were forbidding advertising for condoms. In 2006, AIDES reinvented the condom for 20 euro cents, reaffirming its fight for an accessible prevention to the largest possible number. Since then, prevention has evolved a lot. Prenvention means have multiplied and diversified, but the condom remains a major lever to reduce new infections. By emphasizing the crucial role of the condom, AIDES stays faithful to its fights : inform, enlighten, and always in its off-the-wall and provocative tone that has made its campaigns successful for almost 15 years.
"NO SEX" : a campaign that targets everybody.
AIDES has been reminding us since 1984 : everybody is concerned by the epidemic, whatever their age or their sexual orientation
- 37 years is the average age of discovery of seropositivity in France
- The proportion of people over 50 years who discover their seropositivity hasn’t
ceased increasing since 2009
- 37 % of new infections touch the homosexual community
- 10% of new infections concern the 15-24 years old, which means 2 young people
are affected every day
That’s why, AIDES and TBWA\PARIS imagined 4 short films as naked and bare as they are aesthetic, each one developed in print format and targeting one of these populations. They are named « Peas », « Knitting », « Pearls » and « Puzzle », evocative names that reveal what the long winter nights can look like….without a condom. A smart and viral campaign, far from developing a moralistic speech, that ends with this clear message : « no condom, no sex »
At the same time, AIDES doesn’t forget that there are other ways to protect oneself, which are complementary to condom. Some of them are already available, and AIDES fights so that other ways become available as well. We are inviting everyone that wish to better know these means, and learn more about their availability, to go on our website.
This campaign will be launched on Monday 20th of October in TV (TF1, Stylia, Canal +: Planète, Jimmy, Planète A&E, Infosport etc...), out of home, and digital.