The Good Company mobilizes “out of love” for Sidaction

An inevitable event in the fight against HIV / AIDS, the Sidaction weekend will be held on 25, 26 and 27 March. To remind everyone that they are worried, the association and the Good Society launched on March 21. “By Amour ”, a campaign to mobilize and appeal to donations on TV and on posters. This campaign reminds us that if HIV does not make love go away, love can make it go away.

Three days of mobilization, awareness and fundraising

Since 1994, Sidaction has been fighting AIDS. In the last two years, the health crisis has disrupted progress in the fight against HIV. The use of screening decreased by 14% in the period 2019-2020. Therefore, Sidaction calls for a major mobilization in its SIDACTION 2022 weekend, which takes place on 25, 26 and 27 March.

And what is better than loving to unite and mobilize in the current context? What could be more universal than love to remind us that everyone is concerned about the matter. To support the association, 33 media partners, including two new ones, Fun Radio and the L’Équipe channel, remain committed to these three days of mobilization, awareness raising and fundraising.

Photo credit: The good company

HIV is everyone’s business

HIV / AIDS is everyone’s case. It is up to the parents, because in 2020, 1.7 million children with HIV lived worldwide. It is women’s cause because the AIDS virus continues to be the leading cause of death among women aged 15 to 49 years. This is a matter for young people, because in France in 2020, 14% of new discoveries of seropositivity concerned young people under 25 years of age.

And that’s the case for young people, because 22% of those who discovered their HIV status in 2020, in France, were over 50 years old. It is also the case of lovers, because if HIV does not make love disappear, we can make HIV disappear through love.

Florence Thune, CEO of Sidaction, recalls: ” The AIDS epidemic created from the beginning several stigmas, directed at homosexuals, drug users, foreigners, which made us forget that HIV was everyone’s cause. HIV does not discriminate. We can all be affected, even once in our lives. Out of love we can forget that HIV is still there, but out of love we can also fight it. Let’s stay mobilized, more than ever “.

In short, it’s everyone’s business. In fact, by 2020, 680,000 people worldwide had died of AIDS-related diseases and 36.3 million since the start of the epidemic. If there was a need for further evidence that the AIDS virus affects us all, these figures make up at least one.

An ode to love

To support this mobilization, The Good Company unveils a March 21 TV and poster campaign designed as an ode to love. In addition to a fight for public health, the fight against HIV / AIDS is also a symbolic fight to make love win completely without risk.

For love we built palaces, we erected buildings. For love we have broken laws, distances traveled, patient centuries »… On the subtle and poetic music of Havana by Sofiane Pamart, Marina Foïs’ striking voice enumerates the great things that have been done for love. She thus evokes all the things that humans have been able to do for love, even the one that puts us in danger: an unprotected relationship.

The screen shows ” line art », In Sidaction’s colors takes us on board and illustrates the words. A simple but powerful aesthetic and rhetoric. Lisa Buisson, project manager at The Good Company: “ Through this campaign and this project, we wanted to convey a message of hope and optimism by inviting donations to make HIV disappear. The challenge was to come forward and be effective with the simplicity of a line, the singularity of Marina Foïs’ voice and why not a little poetry! »

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Photo credit: The good company
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Photo credit: The good company

The campaign will be televised from March 21 to April 4, culminating in the Sidaction weekend on March 25, 26 and 27. It will also be present in the cinema and disseminated online with the reinforcement and influence of social media with the participation of many personalities. On the poster side, the campaign will be visible throughout France and abroad, on JCDecaux billboards, in the metro, on bus shelters and in DOOH at stations. More than 200 town halls are partners.

Want to know more about the results of The Good Company Agency? Go to its dedicated page.

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