Event branding and print materials for the Pride Parades all over France for the non-profit organization Aides.
Right before the World AIDS Day on the 1st of December 2016, Aides (the oldest and most important HIV-fighting non-profit organization in France) revealed (thanks to an advertising campaign by TBWA Paris) a major scientific discovery: an HIV-positive person on medication doesn’t transmit the virus anymore. Even though this discovery is widely confirmed by the medical community, it remains recent and most of people still question it.
To spread the news in the Pride Parades all across France, Aides asked me to design a simple and graphic visualization of it. We made it look like an mathematical formula: U=U, an equation that pushes forward its scientific guarantee. It stands for an internationally-understandable message: Undetectable Equals Untransmittable. All of the marches were gathered on Instagram under the hashtag #LovePositive.
“It is our duty to spread this information to the largest audience, because the biggest harm caused to people affected by HIV is not caused by the virus, but by the daily discriminations they have to face.”
Aurélien Beaucamp, Aides Executive Director