Following an 80% increase in HIV infections, German men’s magazine Vangardist joined forces with Saatchi & Saatchi Geneva to end the social stigma surrounding the virus by printing a special edition of the magazine with ink mixed with blood from HIV donors.
From the Saatchi London office I worked across the tone of voice and look and feel of the physical issue as well as the digital user experience and online amplification.
The #HIVHeroes edition raised €150,000 in donations, gained over 5.2m shares in the first 10 days of the campaign and reached an estimated global audience of 54million. The campaign was awarded two gold Cannes Lions.
