Euro 2016 Provides a Suggestive Canvas for This French Safe Sex Campaign
Another Risque Piece of Work From HIV Awareness Organization Aides
Jul 01, 2016
French HIV awareness organization Aides is known for its risque advertising through agency TBWA/Paris. In its latest campaign, it manages to make provocative capital out of the Euro 2016 soccer tournament (now reaching the quarter final stage in France), while making a point about safe sex between nations.
Print, digital and outdoor ads depict naked fans painted in the colors of the different countries' flags -- but with each couple sporting smears of each others' paint in some unmistakably suggestive places. The couples were photographed by Eric Traore.
The aim of the campaign is to spread a safe sex message as fans from all nations visit France for the soccer tournament, and remind people that the HIV epidemic is still very active in Europe and central Asia. But there's another side to it as well. The tagline to the campaign is "Make Love Not War. Blend Together, Safe Together," and, according to Aides, it's also designed to highlight fraternity and harmony between countries -- something not seen in the early games of Euro 2016 when fans clashed on the streets.