This new campaign from the well known French organisation AIDES fits in a foreseeable trend which synchronize with the development in the fight against HIV. The campaign, launched just a few days before World AIDS Day, brings the latest scientific insight: an HIV-positive person following treatment no longer transmits the virus.
Anti-retroviral drugs are now so efficient that they make the virus undetectable in the bloodstream and sexual fluids of affected people. Hence, HIV-positive people no longer transmit HIV, even when having unprotected sex.
Aurélien Beaucamp, president of AIDES:
It is our responsibility to reveal this information to the most people possible. Because what weighs most on the quality of life of HIV-positive people today is not the virus. It’s the daily discriminations they have to suffer.
By fear of rejection, many people refrain from having sentimental or sexual relations, no longer dare to talk about their pathology, avoid taking their medication in public. All these situations lock them up in a form of auto-exclusion, which is truly detrimental to their quality of life and capacity to take care of their health
The aim of the campaign is to break away from the pathetic and dramatic clichés associated with HIV. The message is brought with four stylish pictures and is a call to HIV-positive people to open up for the outside world.
The pictures taken in black and white are made by Mathieu César, the agency is TBWA\Paris. Tagline: HIV-positive people on treatment have a lot to pass on. But not HIV.
« Une personne séropositive sous traitement ne transmet plus le virus. »
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