These Posters Contain HIV Positive Blood

Outdoor Campaign Ran on the Streets of Sao Paulo to Combat Prejudice

Published On
Apr 29, 2015

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To raise awareness for GIV (Grupo de Incentivo à Vida), a Brazilian NGO dedicated to AIDS and HIV, Ogilvy Brazil created posters that actually contain a drop of HIV-positive blood. The copy, as this video explains, reads that the posters are just like any other ad, featuring the same dimensions and paper weight -- except for just one thing --they are HIV positive.

However, the ads encourage people to not instinctively back away, as the posters aren't infectious since the blood has dried and the virus isn't transmitted through such means anyway. The outdoor campaign, which ran in Sao Paulo, aims to combat prejudice.


Apr 29, 2015
Ogilvy-Sao Paulo

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