Make love, not war was the youth generation chant of the 60s – a statement of opposition to the Vietnam War primarily, but also to the world’s appetite for (or apathy about) conflict in general.
It could not be a more apt slogan for now. TBWA\Paris is reminding people of its message in a campaign for AIDES, to coincide with EURO 2016. AIDES is a non-profit organisation working against the spread of HIV/AIDS and for the rights of those affected by the disease.
AIDES is asking people to blend together, safe together – protecting themselves from HIV. But the campaign goes further than a simple prevention message. It promotes harmony and tolerance between people and countries, and celebrates all sexualities. This is the underpinning of AIDES’ philosophy of relationship.
Until July 10th, the football fans will be flocking to France and the world’s eyes will be focused on the country.
Each day, hundreds of thousands of people from dozens of different countries will celebrate the event in France. All sorts of new encounters between people will occur.
TBWA\Paris has used this opportunity in its timing for AIDES in a simple print, online and outdoor campaign photographed by Eric Traoré.
AIDES wants to remind people that the HIV epidemic is still very active in Europe and central Asia. 30% of HIV-positive people are still unaware that they carry the virus, and 142, 000 new cases were diagnosed in 2014. The epidemic is even progressing in a disturbing way in Eastern Europe and in Russia, at an unprecedented rate since the beginning of the 80s. People have become used to living with HIV and less care is being taken.
It also wants to promote tolerance.
“This message is all the more important in light of recent events,” commented Aurélien Beaucamp, president of AIDES. “Apparently, some people continue to confuse sports competition and nationalist fever : this campaign is the best way to respond. A bit of love and lightness in a climate where reactionary temptations are raging can only do everyone some good.”
The campaign launches on June 24.
