On October 25th 2016 Easy Period released their first ad campaign with agency Cossette titled, No Shame. The campaign consists of a series of four images that depict situations where women might normally feel ashamed during menstruation. For example, taking a bath, leaking on bed sheets, having painful cramps or being naked with a tampon in. “Periods are nothing to be ashamed of. They’re natural. And period products should be natural, too. Easy delivers 100% organic tampons and pads right to your door, because periods should be easier. Learn more at easyperiods.ca”. The campaign won a Yellow Pencil at the 2017 D&AD Awards.
Veru Healthcare is promoting the FC2 female condom with “Down and Dirty with the Female Condom”, a not safe for work commercial featuring St Louis copywriter Amanda Burch. Amanda’s pitch video was designed by advertising agency New Honor Society to sell a marketing concept to Veru Healthcare. The company liked Amanda’s performance so much they’ve brought her on as a spokesperson for the brand, online at fc2.us.com/ask-amanda and with the Twitter hashtag #GoAskAmanda. Amanda provides a performance that would make Sarah Silverman proud, addressing with honesty and humour the concerns women (and men) have about using a female condom.
French NGO AIDES has launched a print advertising campaign featuring naked couples, promoting the good news that 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. Four black and white photographs deliver a simple message to the general public. HIV-positive people have a lot to pass on. But not HIV. Each print shows a couple making love while practicing a sports or artistic activity: parachuting, scuba-diving, dancing and playing piano. One of them (man or woman) is HIV-positive and passes on his or her knowledge, talent to his or her partner. With this campaign, AIDES shows another image of HIV-positive people : that of gifted people, in love, and who hope to show the world that they are not just their HIV-status.
AIDES, the French HIV awareness organization, is promoting safe sex in a widespread advertising campaign associated with Euro 2016 soccer tournament. Online, social network, display and press ads depict naked fans painted in the colors of the different countries’ flags: Romania and Portugal, Germany and Sweden, Belgium and Iceland, England and Russia. Colours blend to suggest intimate intercourse between each couple. The tagline: “Faites l’amour, pas la guerre” (Make love not war) is connected to the encouragement: “Mélangez vous, protégez vous” (Blend together, safe together). The AIDES Colors of Love campaign is designed to celebrate the universal value of love and diversity of sexualities, tackling the aggressive and xenophobic behaviour seen in previous tournaments. A more serious message recalls the importance of preventing HIV in a European context where the epidemic remains active. 142,000 new cases were diagnosed in 2014, and 30% of HIV-positive people are still unaware of being infected. The AIDS epidemic is growing even more alarmingly in Eastern Europe and Russia, to an unprecedented pace since the early 1980s. Faced with the temptation of trivialization of the disease, the campaign invites everyone to continue taking care of oneself and others.
Bergedorfer Bier in Germany has attracted attention with the Silver Cannes Lion for Print awarded in June for “Brewed with Love”, an homage to Annie Leibovitz’s 1991 Vanity Fair cover of pregnant Demi Moore. The print and outdoor advertising campaign features three topless men, Jannis, Renke and Dima, cradling their beer bellies as if pregnant.