A magazine has embarked on a bold new campaign in which 3,000 copies will be printed using ink mixed with HIV-infected blood.
The idea behind the original project, headed by “progressive men’s magazine” Vangardist and global comms agency Saatchi & Saatchi Switzerland, is set to reignite much needed conversation about HIV and AIDS and to tackle the stigma surrounding the virus.
The provocative editions were created using ink infused with the blood of three infected individuals, hailed by the magazine as “HIV heroes,” all of whom have very different backgrounds: a 26-year-old gay man from Berlin, a 32-year-old straight man and a 45-year-old mother of two. As pointed out by publisher and CEO of Vangardist Julian Wiehl, two of these do not fit the typical stereotype associated with the virus, something the magazine understandably wants to accentuate… Read more