May 1, 2015
Written in blood.
German magazine Vangardist has partnered with Saatchi & Saatchi Switzerland to create a campaign that will see 3000 copies printed using HIV+ blood.
These special editions will hit news stands next week, coinciding with Life Ball – one of the world’s biggest HIV events.
According to the MailOnline, the magazine ‘asked three men living with the virus to donate blood for the project in a bid to break down the taboo associated with the disease.’ The donated blood was then infused into the ink and used in every aspect of the magazine’s print.
Each copy is wrapped in plastic with the message: ‘Break the seal and help break the stigma.’
Julian Wiehl, publisher and CEO of Vangardist, said: ‘We believe that as a lifestyle magazine it is our responsibility to address the issues shaping society today.
‘With 80% more confirmed cases of HIV being recorded in 2013 than 10 years previously and an estimated 50% of HIV cases being detected late due to lack of testing caused by social stigma associated with the virus.
‘This felt like a very relevant issue for us to focus on not just editorially but also from a broader communications stand point.’
Jason Romeyko, Executive Creative Director of Saatchi & Saatchi Switzerland, said ‘by holding the issue, readers are immediately breaking the taboo.’
Images (c) Vangardist