Vangardist Fights the Stigma of HIV by Using Infected Blood as Ink
Laura McQuarrie — May 2, 2015 — Marketing
References: facebook
In order to raise awareness on the stigma of HIV that still remains, despite the fact that "HIV doesn't make the news anymore," Vangardist magazine and Saatchi & Saatchi Switzerland put together a daring stunt.
In place of printing the German men’s monthly magazine with ordinary ink, the content on Vangardist's cover, images and text was made with blood donated by people who are infected with the virus. Handing a copy of the magazine carries absolutely no risk of infection, aiming to destigmatize what it means to come in contact with someone living with HIV.
In support of this campaign to reduce stigma, people from around the globe are being asked to join the #HIVHEROES Facebook and social movement online. Although copies of these magazines will be made available to subscribers, as well as sold online and through newsstands, a few additional copies of the magazine will be auctioned off for HIV causes and organizations.
In place of printing the German men’s monthly magazine with ordinary ink, the content on Vangardist's cover, images and text was made with blood donated by people who are infected with the virus. Handing a copy of the magazine carries absolutely no risk of infection, aiming to destigmatize what it means to come in contact with someone living with HIV.
In support of this campaign to reduce stigma, people from around the globe are being asked to join the #HIVHEROES Facebook and social movement online. Although copies of these magazines will be made available to subscribers, as well as sold online and through newsstands, a few additional copies of the magazine will be auctioned off for HIV causes and organizations.
Trend Themes
1. Stigma-fighting Awareness Campaigns - Opportunities for businesses to create awareness campaigns that challenge societal stigmas and promote inclusivity.
2. Unconventional Printing Methods - Disruptive innovation opportunities for companies to explore unique ways of printing content using unconventional materials.
3. Online Social Movements - The rise of social media as a platform for global movements, creating opportunities for businesses to engage and mobilize online communities.
Industry Implications
1. Publishing - Innovative publishers can embrace unconventional printing methods to create unique and attention-grabbing content.
2. Advertising & Marketing - Advertising agencies can work with clients to develop stigma-fighting campaigns that challenge societal norms and promote positive change.
3. Non-profit & Advocacy - Non-profit organizations and advocacy groups can leverage online social movements to engage a wider audience and drive support for their causes.
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