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% 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, 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.