A poster with an actual drop of HIV positive blood to fight prejudice.

HIV is still seen by society as a disease related to promiscuity. The fact that it doesn’t have a cure is responsible for a great fear, which is aggravated by an old perception of “risk groups”. In Brazil the lack of information and the growing status of conservative politicians turns this scenario into something even worse. Therefore, a campaign to fight prejudice was an urgent matter.

Being around someone who is HIV positive is not as dangerous as some people believe. To show that, we created the first HIV positive poster in the world. It carries a drop of HIV blood donated by 9 volunteers from the NGO G.I.V. (Life Support Group). The poster also has a copy that humanizes it, as if it were the voice of an HIV positive person.

Recognition:

Cannes Lions | One Show | LIA | El Ojo | Wave Festival

Publications:

Creativity | Archive | Adweek | Buzzfeed | Levi Strauss & Co | Meio e Mensagem | Veja