To combat the stigma surrounding HIV, German-English language men’s monthly Vangardist took the bold move of printing all 3,000 copies of its May issue with HIV positive blood.
Headed by Saatchi & Saatchi Switzerland, the campaign was timed to coincide with the Life Ball, the biggest HIV event in the world which takes place in Vienna.
Production of the magazines was carried out under stringent controls developed by Harvard and Innsbruck University, to ensure there was no risk of infection.
Julian Wiehl, Publisher and CEO of Vangardist said, “We believe that as a lifestyle magazine it is our responsibility to address the issues shaping society today. With 80% more confirmed cases of HIV being recorded in 2013 than 10 years previously, and an estimated 50% of HIV cases being detected late due to lack of testing caused by social stigma associated with the virus.”
Find out more about the campaign here.
[via Little Black Book, image via Saatchi & Saatchi]