Last but not least: Creative bloodshed
Whether it's made from the blood of HIV-positive people or extracted from smokers' lungs, ink with a message is all the rage right now.
Saatchi & Saatchi has printed a special edition of the Viennese magazine Vangardist with blood from HIV-positive people - the campaign can be seen in the current print edition of Werbewoche. The aim is to reduce fear of contact. The print run is 3000 copies and is intended to address the stigmatization of HIV-positive people. Although society should actually be enlightened, carriers of the HI virus are still ostracized and kept at a distance.
Ogilvy had the same idea in Brazil, printing the "HIV-positive poster" almost simultaneously with blood from HIV-positive people - and creating encounters between the infected people described on the posters and the readers of the messages.
With "The Message from the Lungs", BBDO Proximity Thailand chose a different - yet very similar - approach. For a tobacco prevention campaign by the Thai Health Promotion Foundation, the agency had ink made from donated smokers' lungs. Not as a single piece, but in a larger edition. Messages encouraging people to quit were shared by buyers via social media - unsurprisingly, the other media soon took an interest in the campaign and made it a nationwide topic.
What the three campaigns have in common besides the ink theme: They will probably be among the winners at the upcoming festivals. (hae)
