Am I doing it right? New AIDES campaign features unusual teaching methods

A cheeky new campaign for French charity AIDES comes with an important message about HIV

AIDES advertising

In the latest series of ads for the French AIDS charity AIDES (from ad agency TBWA Paris), a ballet teacher, diving instructor, piano teacher and skydiving instructor each impart both their knowledge and a little extra to their partner. To get the point, you have to read the text, which explains that with the power of anti-retroviral drugs today, HIV positive people on treatment can pass on a lot to others, just not HIV.

This is not the first time that AIDES has taken a light-hearted approach in its advertising: ads over the years, including this spot featuring a sex-themed fairground from 2015 by Goodby, Silverstein & Partners, have not been afraid to be upfront about their subject, though in the past the emphasis has always been on condom use.

Here, for the first time, the charity aims to encourage wider knowledge of the latest scientific information, which confirms the effectiveness of anti-retroviral drugs. It seems strange to be laughing at ads from an AIDS charity, but perhaps this striking and optimistic approach is the best way to get the message across.

AIDES advertising
AIDES advertising
AIDES advertising

Credits:
Agency: TBWA Paris
ECDs: Benjamin Marchal, Faustin Claverie
Creatives: Sébastien Skrzypczak, Morgane Alexandre
Photographer: Mathieu César
Production: Iconoclast Image

More from CR

Sainsbury's Christmas ad 2016

How the Sainsbury’s Christmas ad was made

The new Sainsbury’s Christmas ad took seven months to make, involved over 180 people and 1,500 puppet faces. We talk to the spot’s director, Sam Fell of Passion Pictures, about how it was done.

Spike Jonze Kenzo Perfume ad

Kenzo Perfume wins Grand Prix at Epica Awards

Spike Jonze’s witty and bizarre film for Kenzo Perfume has won the Film Grand Prix at the 2016 Epica Awards, the only ad awards scheme to be judged by journalists. Other big winners include Tourism Ireland, ING, Norwegian airlines, and the Belgian Alzheimer’s society, Alzheimerliga.

Lecturer Design Management

Kingston University

Graphic Designer

Fishfinger

Design Assistant

Cultureshock Media