On World AIDS Day a powerful anti-AIDS campaign, backed by the Metro FM radio station, which supported the decision by their ad agency, Net#work BBDO, not to tip-toe around the issue, hits screens and national newspapers.
Net#work took on the challenge to conceptualise adverts that unmistakably deliver the message by using harsh reality. According to Executive Creative Director Julian Watt, "South Africa still has the highest HIV/AIDS infection rate in the world, with only 0.07 % of males using condoms, so there is an undeniable need for shocking communication."
Readers will find the black-and-white visuals of the emaciated bodies of real AIDS sufferers and the reverse psychology statement: 'Don't use a condom - increase your chance of contracting HIV/AIDS' in the print ads disturbing.
The totally helpless man in the television commercial is not an actor, he is Charles Ndaba, an AIDS victim. The clearest message that came through was his determination to participate in the ad campaign to help others. "I don't want to hide or be ashamed of the disease - I want to publicise my story so others can learn from my suffering," he said. Since discovering his condition a year ago, his once healthy thighs have shrunk to the width of a average person's wrist, but with help of his 'meds' (antiretrovirals) he is optimistic for the future and wants to visit the gym to strengthen his weak muscles.
An old infirmary with big windows and cot beds in Alexandra Hospital in Cape Town was perfect as the backdrop to the realistic unfolding of everyday life for millions of AIDS sufferers.
Film director Jerome Pikwane from Peter Gird Productions and Net#work creatives Mbulelo Nhlapo, Reggie Makhetha and Graeme Jenner agreed that making ads of this nature is never easy. Mbulelo commented: "We needed to send an impactful yet poignant message to get people to change their habits. Saving lives was the ultimate goal here, and of all commercials we have ever created, we hope this one is the most successful."
