Aids-Hilfe Schweiz's new campaign has everything. Unlike the last 30 years, the focus is not protection against AIDS. On the contrary, HIV-positive people should be stigmatized.
The fact that Aids-Hilfe Switzerland actually closed the corner with this campaign is clear from the new CEO Andreas Lehner: ’This is not a Stop-Aid campaign, but a campaign for HIV-positive.; The aim is to be aware of the general population. That an HIV-positive person under a functioning therapy can no longer pass through the virus.
This is not a Stop Help campaign, but a campaign for HIV positive.
The goal is to destroy HIV-positive people. Although medicine has made great progress in recent years, people are still discriminated and marginalized by the HIV virus.
Normal life despite the HI virus
The purpose of this campaign was to show that HIV-positive people could lead an almost normal life. "An HIV-positive woman can conceive and give birth to a woman – today, it is no longer a problem," says Lehner. There are also studies showing that these women are likely to breastfeed.
Over the years the population was beaten with the slogan "in the barrel of minimum gum" to use a condom during sexual intercourse. Didn't the new campaign put an end to this preventive work when it suddenly found out that there was no need for protection suddenly when it was having sex with HIV-positive people? Lehner says no: "If you go to a disco on Saturday and maybe you have a night stand, take a condom with you. This is really the easiest protection."
The classic anti-AIDS campaign "Love Life" continues. But just as important as prevention is Enlightenment. It wasn't the fact that the new campaign was provoked, but it accepts your intent, says Lehner. Because he knows: Only when it is discussed, the campaign is perceived.