Outdoor ad: Israel Aids Task Force: Israel Aids Task Force / The Positive Store

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Would you drink fron an HIV carrier's glass? Share a plate with him? wear his clothes? With the "World Aids Day" approaching, we decided to conduct an experiment that would tackle these very questions. So we opened "The Positive Store" a one-of-a-kind concept store, located in Tel-Aviv's most iconic shopping center. The concept from ACW Grey Tel Aviv : a store selling second-hand items, previously owned by HIV carriers. Stunning pieces combined with bargain prices attracted droves of shoppers who were confronted with their HIV stereotypes, all in a positive environment. The items were tagged with a QR code, directing shoppers to a mini-site where they could get acquainted with the item's previous owner.