Aids : Protect Yourself!
Far from the triviality of condoms adverts that carefully avoid the cock-blocking nature of the disease - and, in fine, their very raison d’être as a product; HIV-related PSA (Public Service Advertising) usually don’t shy away from embracing the topic in all its gravita.
Some even go explicit over the harsh reality that, if you get/give Aids, you will die/kill. And depict ellipses of lives where sex is deprived of sensuality and crammed with - sometimes intended - manslaughters.
Contrasting with this grim (accusing?) portrait of an irresistibly irresponsible world, but still as affecting as the more dramatic ones; some ads tried to bring some ethereal positivity to the table by focusing on a more noble statement: protect yourself, not out of fear of what can be lost (life), but out of joy for what should be cherished (love).
Out there, there are plenty of better ways to die.
New advertising for Aides, France
Explore, just protect yourself (Boy version)
Explore, just protect yourself (Girl version)
Production: La Pac
Direction, animation and visual effects: Minivegas
Creative Agency: TBWA/Paris.
Creative directors: Erik Vervroegen, Michel De Lauw
Copywriter: Xander Smith
Art Director: Jonathan Santana
Music: Future Perfect
The poster image below is the work of James Jean