Ministry of health: Couple

Master Communicacao Sao Paulo brings kisses to people with HIV for a campaign against prejudice On December 1st the Health Ministry launches its campaign for World AIDS Day 2009, created by Master. With the slogan "It is possible to live with aids. But not with prejudice", the pieces show kisses between people of different HIV status. In other words, one person has the HIV virus while the other does not. The campaign will be conducted in two phases. The first relies on the participation of Vik Muniz, a photographer and artist who created a piece specifically to fight prejudice. In September the artist brought together around 1,200 people living with HIV/AIDS, to build mosaics of images of kisses. The pieces created will be delivered to the Health Ministry on December 1st; the action was completely documented and generated a 60" video and a documentary of behind-the-scenes work. The second phase of the campaign will go live in December and includes a 30" video, two radio spots, a banner, an advertisement and a special corporate action, as well as outdoor and shopping center media. With the title "One of them has HIV. The other knows", the campaign pieces show people living with the HIV virus kissing HIV-free people on the mouth. The couple shown on the signs, for instance, is a real couple that has a steady relationship. After years of working intensely towards prevention, the Health Ministry once again turns to the subject of prejudice; a theme that to this day limits the lives of those living with HIV. To get people behind the idea, a web site was created www.todoscontraopreconceito.com.br. People can leave messages and support videos, search for information about the disease, download materials for their companies as well as learn about Vik Muniz's pieces and the campaign.