Ageing isn’t easy. But for people living with HIV it’s a blessing nonetheless. This insight is the foundation of the new campaign for AIDES, the leading association fighting against HIV/AIDS in France, by Paris agency, Strike. It’s an unexpected way to look at HIV that underlines the achievements of AIDES and the importance of its continuing fight.
Strike’s campaign film, produced by VOIR Pictures and directed by Brazilian filmmaker, Ariela Dorf, delicately weaves a narrative around the theme of aging and old age, depicting people living with HIV getting ready to go out where each encounter with a mirror reflects a tapestry of wrinkles, greying hair, and sagging skin.
Since its establishment in 1984 as the first organisation dedicated to combating HIV and hepatitis in France and Europe, AIDES has made considerable progress and fought numerous battles. Significant achievements include the lifting of a ban on condom advertising, the rollout of rapid HIV testing in communities, the authorization and reimbursement of medical care for those carrying the virus, and those at risk, as well as the establishment of “health democracy” through the Kouchner law. In 2024, the fight isn’t over, so AIDES continues to act with and for populations most exposed to epidemics. The association activists continue to work to reduce new infections and support those affected in accessing care and advocating for their rights. On a wider scale, AIDES plays a major role in improving the inclusion of patients in the French healthcare system, advancing the rights of vulnerable populations, and combatting discrimination.
The campaign celebrates the 40th anniversary of the association and its commitment to the health and rights of people living with HIV and those most at risk of transmission.
“Through its anniversary campaign, AIDES wants to highlight a largely unrecognized truth that represents a significant victory in the fight against HIV/AIDS: today, individuals receiving effective treatment for HIV can live longer and healthier lives, with no risk of transmitting the virus when their viral load is undetectable,” stated Camille Spire, president of AIDES. “while we celebrate this advancement, our association nevertheless wants to emphasise that our primary goal of ending the HIV and hepatitis epidemics remains unfulfilled, despite all of the tools at our disposal to achieve it. Defeating these epidemics requires two essential elements that we lack today: adequate funding and strong political will.”
The campaign is running on TV and press as well as in OOH through the outdoor and publication transportation communication networks Mediatransports, Cityz, and JCDecaux. A second wave will begin in December coinciding with World AIDS Day.
Credits:
Client: AIDES
Director of Communications & Fundraising: Elodie Lambourde
Communications Manager: Ophélie Levasseur
Communications Mission Officer: Julie Palma
Agency: STRIKE
President & CCO: Jérôme Gonfond
General Director & CSO: Pierre Bellefleur
Creative Directors: Rémi Lascault, Francis Pluntz
Artistic Directors: Alba Menendez, Julien Gallopin
Strategic Planner: Mata Massias
Head of Production & TV Producer: Mélina Audoux
Production Company: Voir Pictures
Director: Ariela
Producer: Aurélien
Production Manager: Margaux Monneri-Fons
Director of Photography: Victor Seguin
