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AIDES: Pinocchio gets a Woody for HIV prevention

AIDES: Pinocchio gets a Woody for HIV prevention

AIDES: Pinocchio gets a Woody for HIV prevention

After years of getting attention with playfully explicit sexuality, the AIDES campaign has taken a different turn with this new PSA from TBWA France:

“Woody” (English slang for an erection) represents one of the more than half-million European walking around — and clubbing, and having sex — without realizing that they are HIV positive.

From the campaign press release:

In Europe, around 650, 000 PEOPLE ARE STILL UNAWARE OF THEIR HIV STATUS. This lack of knowledge puts their health in danger and encourages the spread of the virus. We now know that HIV treatment also considerably reduces the risk of transmission. Therefore, persuading these 650, 000 people to get tested, means that we can make huge strides towards the end of this disease. This is what AIDES does on a daily basis in its rapid testing initiatives. And it is also this goal of this new campaign.
Personally, I like this new direction. While still relying on a visual gimmick (Pinocchio with an “erect” nose) it brings the issue to a more realistic context of two healthy young people joyfully hooking up.

My only confusion is the exact meaning of Woody’s Pinocchio nose. If this modern version is true to the fable, then Woody must know he is HIV positive and is intentionally lying to the young woman. However, the campaign message is that Woody is unaware of his HIV status, and his body is revealing the “lie”. (Which would be a handy design feature in humans, when you think about it.)

Check out our extensive archive of AIDES campaigns on Osocio:

Yes, we can do things with one finger
“The Sex Park” video lacks… sexiness?
Protect Willy the Tourist
Clever Dick
Smutley wants anything on two legs, four hooves or a couple of flippers
The Sex Park is full of Pleasure and Risk
Take the right decision, use a condom
Grab him!!
The great fashion sale
Naughty Graffiti
Explore, just protect yourself (second post)
Explore but protect yourself
My Sweet Lollipop
Protect yourself
Parole de séropositifs
Aids awareness II: the gay version

AIDES: Pinocchio gets a Woody for HIV prevention

AIDES: Pinocchio gets a Woody for HIV prevention

Advertiser:
AIDES
Agency:
TBWA France
Additional credits:
Creative Director : Jean-François Goize
Art Director : Matthieu Darrasse
Copywriter : Alban Gallée
Head of TV : Maxime Boiron
Agency Producer : Guillaume Faurel
Advertiser supervisors : Christian Andreo, Antoine Henry, Charmaine Da Costa Soares
Account Handlers : Anne Vincent, Véronique Fourniotakis, Marion Floch, Teddy Notari
Media : Pierre Draber
Production Company : CONTROL – Herve Dommange & Jacques-Etienne Stein
Director : MARC& ISH
Special effects : Jean-Christophe Spadaccini Nomansland FX / Mikros Image
Actors : Mathilde Warnier / Alexander Ferrario
Music : “What the F*** “, interpreted by David Guetta/ “First Time Ever I Saw Your Face”, interpreted by Roberta Flack
Production : ELSE
Sound Direction: Fabrice Pouvreau et Valery Pellegrini

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more