Now here’s something to grab attention.

An advertising agency has teamed up with German men’s magazine Vangardist to print 3,000 copies using ink infused with HIV+ blood.

The blood is donated by three individuals living with the HIV virus, and has a theme of ‘Red’ running throughout.

hiv-printed-magazine-blood-vangardist

The magazine has been produced according to the most stringent controls to ensure that the handling of a physical copy carries no risk of infection. The donated blood was pasteurized, a heat process that assures the virus is neutralized and incapable of transmission.

 

hiv-printed-magazine-blood-vangardist-wrapper

Publisher Julian Wiehl said: “We believe that as a lifestyle magazine it is our responsibility to address the issues shaping society today. With 80% more confirmed cases of HIV being recorded in 2013 than 10 years previously, and an estimated 50% of HIV cases being detected late due to lack of testing caused by social stigma associated with the virus.”

hiv-printed-magazine-blood-vangardist-2

You can read the magazine for yourself at vangardist.com (but it is all in German!)

If you think it’s a campaign worth celebrating, tell your friends.