In an attempt to fight social stigma surrounding AIDS, Swiss men’s monthly Vangardist printed out 3000 copies of its spring issue using ink that was infused with HIV+ Blood. The campaign was rolled out by Saatchi & Saatchi Switzerland, and according to a press release issued by the agency, these copies are 100% safe and won’t infect the reader.
The magazine argues that despite being the 6th biggest cause of death, HIV doesn’t grab the public’s attention as it should, so the idea was put in every word and picture inside the magazine. The idea is very radical, but sometimes sensitive matters require drastic actions to make the difference.
The campaign can be followed via the hashtag #HIVHEROES – share and join the conversation!