With an 80% increase in new cases, HIV is more real now than ever. But no one talks about it anymore, and there’s a growing stigma for those who carry the virus.

Vangardist charged us to raise world awareness of the issue and the magazine.

We transformed the magazine into the cause of the stigma itself and – with the help of the Universities of Harvard & Innsbruck – we printed a special edition magazine made with the blood from 3 HIV+ people:  a gay man, a mother and an anonymous heterosexual man.

Every word, line, and picture of the magazine tells the story of HIV and how we can fight it.


Agency: Saatchi & Saatchi Switzerland, Geneva

Client: Vangardist


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