Durex fighting HIV

Joe Public, as part of its commitment to highlighting the rampant spread of HIV and AIDS, has produced a print advert advocating safe sex. The creative concept and strapline 'It's not worth dying for. Wear a condom' was instrumental in the decision by Durex head office in London to change the 'X' in its logo to an Aids Ribbon and incorporate this into the layout. The ad was conceived by Word Chef Jabulile Koapa and Art Chef Maloto Thobejane.