German magazine uses ink infused with HIV+ blood to print issues
The issue has been released just weeks before Vienna will host the annual Life Ball, one of the biggest AIDS charity events in the world.
By PTI | Updated:
BERLIN: A men's monthly magazine in Germany has used ink infused with HIV-positive blood to print 3,000 copies of its latest work, in a bid to end the social stigma surrounding HIV.
The front covers of 3,000 copies of Vangardist's Spring issue are printed with ink infused with HIV-positive blood donated by three individuals living with the virus.
The magazine has been produced according to the most stringent controls and using processes developed according to guidelines established by Harvard and Innsbruck University, ensuring that the handling of a physical copy of the magazines carries no risk of infection, and is 100 per cent safe, Saatchi & Saatchi Switzerland, the public relations firm that led the campaign, said.
"With this unique project, we want to create a response in a heartbeat by transforming the media into the very root of the stigma itself - by printing every word, line, picture and page of the magazine with blood from HIV+ people. By holding the issue, readers are immediately breaking the taboo," said Jason Romeyko, Executive Creative Director of the PR firm.
The issue has been released just weeks before Vienna will host the annual Life Ball, one of the biggest AIDS charity events in the world.
"With 80 per cent more confirmed cases of HIV being recorded in 2013 than 10 years previously, and an estimated 50 per cent of HIV cases being detected late due to lack of testing caused by social stigma associated with the virus, this felt like a very relevant issue for us to focus on not just editorially but also from a broader communications stand point," said Julian Wiehl, Publisher and CEO of Vangardist.
The front covers of 3,000 copies of Vangardist's Spring issue are printed with ink infused with HIV-positive blood donated by three individuals living with the virus.
The magazine has been produced according to the most stringent controls and using processes developed according to guidelines established by Harvard and Innsbruck University, ensuring that the handling of a physical copy of the magazines carries no risk of infection, and is 100 per cent safe, Saatchi & Saatchi Switzerland, the public relations firm that led the campaign, said.
"With this unique project, we want to create a response in a heartbeat by transforming the media into the very root of the stigma itself - by printing every word, line, picture and page of the magazine with blood from HIV+ people. By holding the issue, readers are immediately breaking the taboo," said Jason Romeyko, Executive Creative Director of the PR firm.
The issue has been released just weeks before Vienna will host the annual Life Ball, one of the biggest AIDS charity events in the world.
"With 80 per cent more confirmed cases of HIV being recorded in 2013 than 10 years previously, and an estimated 50 per cent of HIV cases being detected late due to lack of testing caused by social stigma associated with the virus, this felt like a very relevant issue for us to focus on not just editorially but also from a broader communications stand point," said Julian Wiehl, Publisher and CEO of Vangardist.
Download
The Economic Times Business News App for the Latest News in Business, Sensex, Stock Market Updates & More.
The Economic Times Business News App for the Latest News in Business, Sensex, Stock Market Updates & More.
Download
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
Related Articles
Planning to move to Japan? Residency and PR applications may soon cost more2026-05-31T06:15:53Z- Ernakulam Assembly Election Result 2026: T.J. Vinod vs P.R. Sivasankar, who is winning? Check the latest update2026-05-04T00:30:00Z
- In the PR battle for AI data centers, tech giants got a blue-collar ally2026-05-02T16:13:44Z
ADVERTISEMENT
