A new bunch of ads coming out of France for French charity, AIDES, is putting a light-hearted twist on the information surrounding HIV positive people to combat widespread stigmas.
Created by TBWA Paris, the AIDES campaign suggests that people who test positive for HIV have a lot of worthwhile things to pass on to others, just not HIV, pointing to the enormous power of the anti-retroviral drugs available today.
Nude subjects pose in provocative positions together in photographs, showcasing the many skills and experiences they can pass on to each other that have nothing to do with the virus – sex included.
You can see the collection of campaign images here:
It’s not the first time the French charity has taken a fresh and irreverent approach through its advertising. In 2015, Goodby, Silverstein & Partners created this ad featuring a sex-themed fairground:
Agency: TBWA Paris
ECDs: Benjamin Marchal, Faustin Claverie
Creatives: Sébastien Skrzypczak, Morgane Alexandre
Photographer: Mathieu César
Production: Iconoclast Image