In an effort to rekindle the conversation around HIV, VANGARDIST Magazine, a prominent voice in Europe's LGBTQ+ community, took an innovative approach in its Spring edition. This issue, unlike any other, was dedicated to those living courageously with HIV.
A Focus on Real Stories and Science
The magazine delved deep into various aspects of HIV. From scientific insights to the societal stigma attached to the condition, the publication brought to the forefront the personal journeys of individuals battling HIV – our brave HIV Heroes.
Innovative Engagement: The HIV+ Ink Edition
In a bold move to disrupt norms and provoke thought, VANGARDIST produced 3,000 special editions using ink infused with HIV+ blood, generously donated by these heroes. This initiative, while ensuring safety and no risk of infection, aimed to spark conversation and challenge the prevailing stigma every time the magazine was picked up.
Collaborative Efforts for a Stronger Impact
This campaign was a collaborative masterpiece, shaped under the guidance of the Creative Director and the strategic insights from Jason Romeyko of Saatchi & Saatchi Switzerland. The two teams meticulously crafted the tone, artistic direction, and content, extending our vision into the digital realm as well.
Digital Experience: A Tangible Touch in a Virtual World
Recognising our robust online audience, we sought to create an engaging digital experience. The #HIVHEROES edition was presented as a unique 'digital takeover.' Readers were invited to unlock the magazine content through an interactive, albeit simulated, finger-scanning feature. This digital engagement not only unlocked the magazine but also revealed additional content about our heroes.
A Campaign with Global Impact
This audacious campaign successfully reignited HIV discourse on a global scale, garnering massive media attention and generating over 32 million impressions. It didn’t just win hearts but also accolades, including 2 Gold Cannes Lion awards.
Experience the Power of Awareness
We invite you to be part of this groundbreaking journey. Dive into the stories, the science, and the spirit of resilience in our special edition. Purchase your copy of this limited edition today and join us in transforming perceptions and igniting conversations.
