This is kind of shocking experiment for some people done by leading German Men’s monthly Vangardist. The magazine invites its readers to, as they explained “take a hands-on approach to ending the social stigma surrounding HIV”.
To coincide with one of the biggest HIV events in the world – Life Ball – which takes place every year in Vangardist’s home town of Vienna, the front cover of 3,000 copies of its Spring issue are printed with ink infused with HIV+ blood donated by three individuals living with the HIV virus. The call it the #HIVHEROES edition.
The magazine has been produced according to the most stringent controls and using processes developed according to guidelines established by Harvard and Innsbruck University, ensuring that the handling of a physical copy of the magazines carries no risk of infection.
Jason Romeyko, Executive Creative Director of Saatchi & Saatchi Switzerland, the agency behind the campaign:
“This is truly a “Nothing Is Impossible” story – one we have been passionate about for a long time. When Vangardist approached us to help them raise awareness of this important cause around Life Ball in Vienna, we knew we had met a brave client. With this unique project, we want to create a response in a heartbeat by transforming the media into the very root of the stigma itself – by printing every word, line, picture and page of the magazine with blood from HIV positive people. By holding the issue, readers are immediately breaking the taboo.“
Behind the scenes. meet the donors and take a glimpse into the production of the #HIVHEROES Edition:
Agency – Saatchi & Saatchi Switzerland
Jason Romeyko ECD/Copywriter
Jan Teulingx CD/Copywriter
John Pallant CD/Copywriter
Magda Weyrer – Designer
Lennert Vedts – Art Director
Melissa Masurel – Planner
Luca Conte – Planner
Andrea Pedrazzini – CEO
Emma Jenkin – AD
Guendalina Gennari-Curlo – AM
Nicolas Pignatelli – AM
Andy Gulliman – Producer
Rob Wetton – Copywriter content
Jean-Pierre – Other
Justin Billingsley – Other