Printing with purpose

Vangardist

Tackling the stigma of HIV by creating a magazine, printed with ink infused by HIV+ blood.

Art Direction
UX
Digital
Social

Agency: Saatchi & Saatchi
Creative Direction: Lucy Titterington, Jason Romeyko

My role: Creative, art direction & design

Project
summary

For many, the virus is seen as old news, with discussion and debate happening on 1 or 2 days a year - this project forced people to talk about it again.

Teaming up with Vangardist, one of Europe's leading gay magazines, we dedicated their Spring issue to people living with HIV - where its content was focused on HIV themes; the science of the virus, stigma, and the individual stories of people living with the disease – who later became our featured HIV heroes.

To disrupt and stand out, we printed 3,000 special edition issues using ink infused with HIV+ blood donated by our heroes. 

Of course, we ensured that the handling of a physical copy carried no risk of infection, but we wanted to really push the discussion whenever the magazine was touched, and truly underpin the significance of the stigma surrounding the virus.

I worked closely with the Creative Director, we influenced the tone of voice, art direction, and content. As well as scoping the digital part of the project.

The magazine had a large online following, with many users already reading the magazine through the website and app. We, therefore, wanted to create a tangible experience, even in the digital space.

We devised a 'takeover' of the platform for this #HIVHEROES edition, asking readers to 'unlock' the content using a (fake) finger scanner. By pairing their phones with a campaign website, once users had scanned their thumb, the issue was unlocked, along with extra content about our heroes.

With this campaign, we forced the issue of HIV back on the news agenda. The project went viral, attracting worldwide media attention, and with the help of great PR and social media, we received 32 million impressions. The project later went on to win 2 Gold Cannes Lion awards

The campaign was a statement against the stigma and irrational fears surrounding HIV.

The campaign gained coverage with Guardian, BBC, Pink News, The Washington Post and more.

We set the art direction, the tone of voice, and digital activation of the campaign.