AIDES Colors of Love

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.

AIDES Colors of Love Germany and Sweden

AIDES Colors of Love Belgium and Iceland
AIDES Colors of Love Romania and Portugal
AIDES Colors of Love England and Russia

AIDES Colors of Love Credits

The AIDES Colors of Love campaign was developed at TBWA/Paris by executive creative directors Benjamin Marchal and Faustin Claverie, art director Olivier Mularski, copywriter David Phillips, art buyer Isabelle Jaubert, print producer Laurence Collavini, account managers Anne Vincent, Véronique Fourniotakis, Marion Floch and Mirella Ghil, working with AIDES marketing team Christian Andreo, Nathalie Gauthier, Antoine Henry and Charmaine Da Costa Soares.

Photography by Eric Traoré, with body paint artist Guido Daniele, was retouched at Chic Paris.

Filed under: AIDES, AIDS, Print