Push for HIV awareness with Pinocchio-inspired spot



'Sometimes, You Can Lie Without Knowing It' 

Pinocchio gets a Woody 

or HIV prevention

Campaign  by AIDES | Article by Tom Megginson via osocio.org

After years of getting attention with playfully explicit sexuality, the AIDES campaign has taken a different turn with this new PSA from TBWA France:  Pinocchio becomes a real boy at the end of the famous fable, but what if he stayed a wooden puppet? And what if he grew up in modern-day Europe?





“Woody” (English slang for an erection) represents one of the more than half-million European walking around — and clubbing, and having sex — without realizing that they are HIV positive.

The film Woody, produced by Control and beautifully directed by Marc & Ish is addressed to all those who do not know their HIV status and who still believe that « AIDS only happens to other people ». A way of telling them, without passing judgment or being moralizing: « and what about you, when was the last time you got tested? »
With music by David Guetta and then Roberta Flack, we see the first encounter between a young woman and a young man, played by Mathilde Warnier and Alexandre Ferrario. As the characters are about to make love, the story reveals in a surprising way that the young man is unaware that they are HIV positive.


The community-based organization, AIDES wishes to warmly thank all the teams that helped this campaign come to life, and urges each and everyone to get tested. Because « getting tested is also protecting those you love ».

From the campaign press release:
In Europe, around 650, 000 PEOPLE ARE STILL UNAWARE OF THEIR HIV STATUS. This lack of knowledge puts their health in danger and encourages the spread of the virus. We now know that HIV treatment also considerably reduces the risk of transmission. Therefore, persuading these 650, 000 people to get tested, means that we can make huge strides towards the end of this disease. This is what AIDES does on a daily basis in its rapid testing initiatives. And it is also this goal of this new campaign.
AIDES: Pinocchio gets a Woody for HIV preventionPersonally, I like this new direction. While still relying on a visual gimmick (Pinocchio with an “erect” nose) it brings the issue to a more realistic context of two healthy young people joyfully hooking up. 
My only confusion is the exact meaning of Woody’s Pinocchio nose. If this modern version is true to the fable, then Woody must know he is HIV positive and is intentionally lying to the young woman. However, the campaign message is that Woody is unaware of his HIV status, and his body is revealing the “lie”. (Which would be a handy design feature in humans, when you think about it.)
Check out our extensive archive of AIDES campaigns on Osocio:
AIDES: Pinocchio gets a Woody for HIV preventionYes, we can do things with one finger
“The Sex Park” video lacks… sexiness?
Protect Willy the Tourist
Clever Dick
Smutley wants anything on two legs, four hooves or a couple of flippers
The Sex Park is full of Pleasure and Risk
Take the right decision, use a condom
Grab him!!
The great fashion sale
Naughty Graffiti
Explore, just protect yourself (second post)
Explore but protect yourself
My Sweet Lollipop
Protect yourself
Parole de séropositifs
Aids awareness II: the gay version


Advertiser:
AIDES
Agency:
TBWA France
Additional credits:
Creative Director : Jean-François Goize
Art Director : Matthieu Darrasse
Copywriter : Alban Gallée
Head of TV : Maxime Boiron
Agency Producer : Guillaume Faurel
Advertiser supervisors : Christian Andreo, Antoine Henry, Charmaine Da Costa Soares
Account Handlers : Anne Vincent, Véronique Fourniotakis, Marion Floch, Teddy Notari
Media : Pierre Draber
Production Company : CONTROL - Herve Dommange & Jacques-Etienne Stein
Director : MARC& ISH
Special effects : Jean-Christophe Spadaccini Nomansland FX / Mikros Image
Actors : Mathilde Warnier / Alexander Ferrario
Music : "What the F*** ", interpreted by David Guetta/ "First Time Ever I Saw Your Face", interpreted by Roberta Flack
Production : ELSE\
Sound Direction: Fabrice Pouvreau et Valery Pellegrini




Video & Campaign by AIDES  

Article by Tom Megginson via osocio.org

 

AIDES?  
AIDES was set up 1984, by Daniel Defert and was state approved in 1990. It is the leading HIV/AIDS organisation in France and one of the most important in Europe. It has drop-in centres and premises in over 70 cities in France and has multiple partnerships with organisations abroad.

 

1 comment:

  1. MY NAME IS MARIAM BAURICE FROM SOUTH AFRICA...I SAW THIS COMMENT ON POSITIVE BLOGS AND I WILL LOVE TO TELL EVERY BODY HOW MY STATUS CHANGES TO NEGATIVE, AND AM NOW A LIVING WITNESS OF IT AND I THINK ITS A SHAME ON ME IF I DON'T SHARE THIS LOVELY STORY WITH OTHER PEOPLE INFeCTED WITH THIS DEADLY VIRUS...,HIV HAS BEEN ONGOING IN MY FAMILY... I LOST BOTH PARENTS TO HIV,. AND IT IS SO MUCH PAIN IVE NOT BEEN ABLE TO GET OVER.. AS WE ALL KNOW MEDICALLY THERE IS NO SOLUTION TO IT..AND MEDICATION IS VERY EXPENSIVE..SO SOMEONE INTRODUCED ME TO A NATIVE MEDICAL PRACTITIONER IN AFRICA..I HAD A JOB THERE TO EXECUTE SO I TOOK TIME TO CHECK OUT ON HIM.I SHOWED HIM ALL MY TESTS AND RESULTS.. I WAS ALREADY DIAGNOSED WITH HIV AND IT WAS ALREADY TAKING ITS TOWL ON ME.. I HAD SPENT THOUSANDS OF DOLLARS SO I DECIDED TO TRY HIM OUT...I WAS ON HIS DOSAGE FOR 3 WEEKS. ALTHOUGH I DIDNT BELIEVE IN IT, I WAS JUST TRYING IT OUT OF FRUSTRATION... AND AFTER 2 WEEKS, I WENT FOR NEW TESTS... AND YOU WONT BELIEVE THAT 5 DIFFERENT DOCTORS CONFIRMED IT THAT AM NEGATIVE..IT WAS LIKE A DREAM,,I NEVER BELIEVE AIDS HAS CURE..AM NOW NEGATIVE,,AM A LIVING WITNESS..I DONT KNOW HOW TO THANK THIS MAN... I JUST WANT TO HELP OTHERS IN ANY WAY I CAN..HAVE JOINED MANY FORUMS AND HAVE POSTED THIS TESTIMONIES AND ALOT OF PEOPLE HAS MAIL AND CALLED THIS MAN ON PHONE AND AFTER 2 MONTHS THEY ALL CONFIRMED NEGATIVE..BBC NEWS TOOK IT LIVE AND EVERY.. HOPE HE HELPS YOU OUT.. EVERYBODY SAW IT AND ITS NOW OUT IN PAPERS AND MAGAZINES THAT THERE'S NATIVE CURE FOR HIV AND ALL WITH THE HELP OF THIS MAN,,HAVE TRIED MY OWN PARTS AND ALL LEFT WITH YOU,,IF YOU LIKE TAKE IT OR NOT..GOD KNOWS HAVE TRIED MY BEST.ABOUT 97 PEOPLE HAVE BEEN CONFIRMED NEGATIVE THROUGH ME..AND THEY SEND MAILS TO THANKS ME AFTER THEY HAVE BEEN CONFIRMED NEGATIVE,,THIS MAN IS REAL..DON'T MISS THIS CHANCE,,HIV IS A DEADLY VIRUS,,GET RID OF IT NOW..

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