The Greek Society for Studying and Controlling AIDS (EEMAA) plans to support and develop research and activities for the preventive and therapeutic treatment of AIDS.
In the context of the World AIDS day and campaign, EEMAA has assigned us with creating new optical material aiming at promoting it on Television, Cinema and Social Media.
The main goal was to create an animated video addressing the ages of 14 to 24, with no reference to older campaigns and different from similar informative messages of the past, maintaining evolutionary potential to ensure its timeless character.
The main idea came up from the familiar quote “Make Love – Not War” by changing part of the phrase to “Make Love – Make War, against HIV. Use a condom”.
While, respectively, in Greek the message “Let love triumph, use a condom” prompts the spectator to contribute by using a condom to make love present and the virus disappear.
We started from this simple, however not simplistic idea. And the good thing with simple ideas is they preserve the initial first-level reading that helps understanding, ensuring in this way the clarity of the message, therefore guaranteeing success. Thus, we created an epic battle between Eros (Love) and the HIV virus, presenting Eros as the punisher and the virus as the persecuted trying in vain to defend against the decided Eros, who attacks using condoms, since that is our principal message “Use a condom”.