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World AIDS Day: #ComeProtected
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In World AIDS Week, the creative collective BE FREE launches the #ComeProtected movement, a project that celebrates gender and sexual diversity, reinforcing the importance of using condoms and the practice of safe sex. The collective is formed by the copywriter Chico Lucas, the director duo FeGus (Fernanda Magalhães and Gustavo Guives Leal) and the art directors José Pedro Bortolini and Higor Franco. The campaign’s film came from an unusual point of view to try to get people's attention, It was months of researching material, studies and tests to get to what the group calls “RUBBER-O-VISION” The images were captured with special glass attached to the camera lens in order to achieve the expected result without the need for post-production. The idea was born based on alarming data from WHO, UNAIDS and the Ministry of Health: today, 6 out of 10 young people do not use condoms; about 7,000 women between the ages of 15 and 24 are infected with HIV every week; and in the last 10 years, the number of elderly people with AIDS in Brazil has grown 103%. In addition to the film, #ComeProtected also features downloadable posters, a hotsite and profile on instagram. All produced in different languages, aiming to reach as many people as possible, especially those in countries where condom use has fallen dramatically in recent years.
Production Assistant: Camila Marinho Related |
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