Health : A Magazine Printed With HIV/AIDS Blood
We are publishing this Swiss press release “as is.” It describes an interesting attempt to destigmatize HIV, we feel, but not without controversy. Some may have issues with the way the magazine has chosen to address HIV stigma. Would you donate your blood for a commercial venture like this? Is it necessary, as the publisher does here, to warn readers that the magazine is not dangerous? (It arrives in a clear plastic wrapper that reads, “Break the seal and help break the stigma.”) Does focussing on the stigma associated with HIV reduce it or actually perpetuate that same stigma? Or is this all a cheap publicity stunt designed to sell copies?
These are some of the questions I invite you to ponder – and comment on if you feel so inclined.
In a new campaign from Saatchi & Saatchi Switzerland for Vangardist, a leading German men’s monthly, the magazine invites its readers to take a hands-on approach to end the social stigma surrounding HIV
To coincide with one of the biggest HIV events in the world – Life Ball – which takes place every year in Vangardist’s home town of Vienna, all 3,000 copies of its Spring issue are printed with ink infused with HIV+ blood donated by three individuals living with the HIV virus.
Whilst 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% safe; the debate and discussion around the magazine and the issue it highlights has already been significant.
Despite 30 years of campaigning, activism and research, HIV remains the 6th biggest cause of death in the world. Yet for many people the virus is seen as ‘old news’, with discussion and debate relegated to just one or two days a year when key communities and organisations around the world force the issue back onto the news agenda.
With NGO’s and Governments alike all acknowledging that the social stigma surrounding the disease remains one of the key factors preventing effective management, and ultimately the eradication of the virus, Vangardist believes it is essential that conversations around this topic are reignited.
Commenting on the attention being generated around the magazine, and the rationale behind the campaign, Julian Wiehl, Publisher and CEO of Vangardist said: “The editorial team at Vangardist is committed to dealing with a wide variety of topics affecting our readers. 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. This felt like a very relevant issue for us to focus on not just editorially but also from a broader communications stand point.”
Jason Romeyko, Executive Creative Director of Saatchi & Saatchi Switzerland explained: “This is truly a ‘Nothing Is Impossible’ story – one we have been passionate about for a long time. When Vangardist approached us to help them raise awareness of this important cause around Life Ball in Vienna, we knew we had met a brave client. 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.“
The magazine is available to subscribers from today, and will be on newsstands and online from next week. The Facebook page also launches today: www.facebook.com/hivheroes; and aims to be one of the most widely visited and ‘liked’ HIV related pages on Facebook, demonstrating to the world a community of people for whom the HIV virus carries no social stigma exists.
This campaign aims to show that a community of people around the world willing to publicly show their support and become #HIVHEROES online, even just by talking about HIV, people can become HIV Heroes.
In addition to lending their support socially to the campaign, individuals interested in getting even more involved, will be able to participate in an online auction later in the campaign when further copies of the magazine will be sold in an effort to raise additional monies for HIV related causes / organisations.
I believe in a good cause, but this is just downright creepy! I mean, what’s the point, really? Shock value will not get the point across.
Jodie: I find it creepy a bit too…
I personally think that this a unique and interesting way to bring up a very sensitive subject. There is a lot of stigma attached to HIV/AIDS. Do I think that this will help to change that stigma? Not particularly. I think it will cause a lot more controversy. I have seen people get more uncomfortable over a lot less. I do applaud them for making such a bold statement, but I am not sure how receptive people will be towards it.
Sorry, “shock value” backfires on me. “Big and bold” does as well. Hey, if the “experts” think that “if it bleeds, it reads”, great. I’m just not that demographic.
Nothing against the cause, of course! That part is spot on.
Hiv Negative or Hiv Positive Who the Fuck Cares and Who Would want to read something in Blood. You Fucking Sickos.
I believe it’s another stunt to get books sold ..true the stigma is still out there but now buying a book with the blood of our HIV positive brothers I think is a bit too much … my brothers we have to stand untied in this battle against eradicating HIV . We must put pressure on these NGOs so they to can help in this battle …to me the only reason this book is out is because some government organization not doing their job. …
This goes to show me again how weird and crazy foreigners are. What if someone becomes hiv positive because of this publicity stunt? Just to sell a damn magazine. Now come on.
While the goal is very applaud worthy, I doubt that straight people will touch this magazine because they fear getting infected before they even open the book to find the information that tells them that they would not get infected from the very book that they will not even touch
The fact that it is blood, period, is gross, regardless of the HIV status of the donors. It’s a nauseating publicity stunt, in my opinion.
Ok, what stigma are we talking about? Shunning people because they have HIV/AIDS is ridiculous, but not having sex with them, or sharing needles with them, or swapping bodily fluids with them is the only way to halt the spread of the disease today. That’s not a stigma, that’s being socially and biologically responsible.
Coach: I kinda hear some hate in your comment….
I get trying to raise money for HIV/AIDS, but I fail to see the significance in this. I feel this will only raise more of a stigma. I know many folks who would not consider even holding the magazine because of their own lack of education/fear on the subject. And, those that will hold it do not need to beak the stigma as they do not have it in the first place.
We gay men have some of the worst views on HIV/AIDS, and carry on the stigma worst than any other group. Example, phrases as “I tested CLEAN”, only add to the stigma of the HIV dilemma. I recently read a profile on A4A that said “Yes I have HIV and I am undetectable, take my meds without fail and am probably healthier than all you”CLEAN guys out there”. Change needs to start from within. Time to sweep out your own houses first! And, Yes, I am HIV Neg, but aware of the stigma Gays place on each other…
WHY ??????
its ironic the title of this blog reflects the type if stigma the magazine is making a point against.
there is no such thing as “AIDS” blood – AIDS is a spectrum of conditions caused by infection with the human immunodeficiency virus (HIV)… only a person can “have” AIDS.
HIV+ blood would of course contain the HIV virus, but cannot itself have AIDS.
I’m poz undetectable myself, and as I’ve said before I think it’s creepy. I wouldn’t personally donate my blood. Of course no one with any goddamn sense really believes a person can become infected by the book, but again…cheap publicity stunts are becoming tiresome. Leave me out of it LOL.
one word……EXTREME!
Thanks so much for posting the article and letting us do our part in continuing the conversation about how the stigma of AIDS is still contributing to the spread of the disease and the failure of sexually active people to get texted and know their status.
My other thoughts about my fellow commentators:
1. Did you read and understand what was posted?
2. We sure are a diverse group of people with widely varying opinions.
3. I think the idea of the magazine is brilliant.
Bn8isgr8
Yes, it has shock effect. Yes, it is creepy. Is it safe to pick up and thumb through the pages? Of course it is. Personally, I would like to read a copy and see what the material has to say.
anything for publicity!!!! simply disgusting
It’s blood – it makes me cringe, with virus or with none. I’ll get an e-book if there’s one. How many HIV-positive need packed RBCs? I hope this does not go to waste.
Why the hell NOT?
My donated blood is good for nothing else.
I have now been poz for as long as history says Jesus walked the Earth!
I’m sad for the newbies who think they can avoid all STDs with DFF UB2.
Color me skeptical. It is extremely unlikely that this sensationalist claim is true. The physical properties of blood are nothing like offset printing ink, so it is technologically impossible to print large quantities of a publication using blood, regardless of its viral content. These folks have overturned a truckload of wrong with this exploitive stunt that has everything to do with creating “buzz” and selling magazines and nothing to do with the noble goal of raising HIV/AIDS awareness. By discussing it on this blog, we are playing into their hands. I regret that.
Some of ya sound like a bunch of fools that haven’t learned anything…. you won’t get hiv from touching oxygen-exposed blood. The end.
As far as the “sicko” name-calling… whateves.
I agree with coach and I am Hiv positive, that is the only way to stop this
After reading some of the comments on this article, I see why the publisher did this. This is 2015….people: there is no way to get HIV from this ink. HIV cannot live outside of the body. Perhaps it isn’t just stigma that needs to be address about ignorance of the virus.
What’s next?… “Jizzy Oats…. 40 essential vitamins and minerals PLUS the cum of 3 hot dudes!” ??
Coach: The stigma that they’re talking about is the one you said is “ridiculous”. No one is going, “Come on you guys, it’s been 35 years. It’s time to start sharing needles.”
Richard: It is literally impossible to become HIV positive by handling this magazine. The HIV virus dies pretty much on contact with air. I think that’s the kind of lack of education they’re trying to address.
And it’s not “written in blood”. It’s written in ink that probably has a small amount of blood infused into it. I believe there was a comic book author who asked to have some of his ashes put into the printer’s ink used in his work when passed away. It’s kind of like this. I think it’s an interesting tribute to people living with and who have died from HIV/AIDS.
Charles, the ink is “infused” with blood, it’s not pure blood. They used donations of 3 guys for 1500 magazines.
Coach, it seems that you never read about Anti-Retroviral Therapy or about the fact that “selecting” your sex partners based on their BELIEF of HIV Status doesn’t effectively protect you.
Richard, no one is going to get infected from that. Even if someone was to lick the book or touch it with wounds on their fingers it’s highly unlikely, as there people have been on ART and the virus can hardly survive outside the body. Get some education.
The intent seems noble, in theory, to raise awareness on a disease that is still very taboo. AIDS/HIV still generates fear and causes segregation, rejection and plenty of other ignorance based reactions. Many don’t even know their status, even though they are engaging in high risk activities and not trying to protect themselves. Nothing is 100% effective except total abstinence and who wants that?
Still, this just comes across as a “stunt”… what gets mixed in next for some other cause?…seaman? feces, snot, placenta, amniotic water, cancer cells, various virus( EBOLA, PNEUMONIA, INFLUENZA?), Lead, Mercury, known carcinogenic chemicals or fungus, mold spores, drugs, etc? Where does it stop? Could you see it? For example: Some pro-stem cell research magazine, printing a magazine with ink infused with stem cells to draw attention, or a pro pot magazine printed on hemp with an ink made with THC infused ink?….In a world that sees marketing pushing things to the furthest extremes to be noticed….who says it won’t happen?
In the final analysis, a printing of 3000 magazines with HIV+ blood IS A STUNT that will only go to those already aware of the problem….preaching to the choir… When the hype dies down do these magazines get recycled or are they a bio-hazard? Is there anything content-wise in the magazine worthy of as much discussion as the ink used in the printing? STUNT….
ARE YOU FUCKING KIDDING ME? I’ve been through the Holocaust and came out NEG…why? Because my sexuality is NOT MY ENTIRE LIFE, and I waited until I KNEW what was going on with the bug before I dared play again. HIV is a total embarrassment to the gay male community. WHY? WE SHOULD HAVE GOTTEN RID OF THAT BUG AROUND 1986 BY BEING SMART! Did we? Ohhh noooo…too many partiers all spun out who didn’t care who they gave it to, or who they got it from, and this TOTALLY PSYCHOTIC IDEA of a ‘club’ of poz men. We’re supposed to be SMARTER than this, yet the new poz rate of 13-24 y.o. gay males is now the HIGHEST SINCE 1984! Crap like this just “glamorizes” HIV. How about keeping your ass closed up, fellas, until the other guys get the message that WE DO NOT WANT THIS? The only ones who DO want this are tweekers on welfare who get their free meds from hard working people like ME, and I RESENT IT! “Destigmatize” HIV…yeah, RIGHT! How about WE, as gay and bi men, GET RID OF IT in our community? How about we BROWBEAT the little tweeker boys until they LEARN? How about we let the straight blacks and Mexicans once again take the lead in HIV infection SO WE CAN GET ON WITH OUR LIVES? How about BEING SMART…for ONCE! How about “destigmatizing” COMMON FUCKING SENSE!
I personally feel that this is a bad approach and will ultimately cause more concerned with people. I think Lady Dianna had more of an impact by hugging child infected with HIV. More of this type of display is needed to be published to educate people.
Stupid is, as stupid does.
Time will tell, if I am right.
Perhaps they should take a survey,
a poll, before they lose their shirts.
Artist for decades use thier blood in their work as way to show proof that they are the creator of their work. I personally find this to be a creative way to demonstrate that the stigma exist.
Stigma exsist because of lack of knowledge of HIV, HIV treatment and how it spreading in our society currently. From the responses I have read really shows me the stigma is huge just among the readers of this blog.
Since I do have a lot knowledge about HIV, I didn’t have the dramatic response to this magazines creative approach. If you are having negative responses or feelings to the idea of HIV blood in the ink, you probably are part of the stigma issue that those living with HIV face.
You know what that is ok. Fear of what we don’t know is normal. I would ask that you take the time and research HIV and educate yourself. HIV in the ink on paper isn’t going to spread HIV. Lack of education and bad choices are spreading HIV.
Having lived with and seen the ravages of HIV/AIDS over the last more than 25 years, I find it both personally offensive and reprehensible on the part of your “Publication”.
It smacks of publicity whoredom and is very poor use of one’s right to free speech. To think of the idiocy of anyone thinking this brings one closer to the HIV/AIDS population. That same blood–the blood that you profaned, still courses through the veins of so many who have greatly suffered. Why not rather, touch their hand, or offer compassion on a more personal level, rather than relegating this horrible disease to use as ink! What were you thinking? I find this to be a horrible judgement on your part–as a man living with HIV, I am personally both insulted and disgusted, and would never support your publication.
Is ink really getting that expensive??????? I personally think an apology should be issued.
SHAME!!!
Yeah, but she’s dead now and the people who thought of this idea aren’t.
So… there’s that.
Mistrfstr you’re a fucking idiot..why would wish this blacks, Latino or anybody.
You sound very racist and would be the first throw your legs in the air for some black dick
Some people will do anything for attention under the guise that they are doing it for some other reason. This is very stereotypical in the gay community. Fucking attention seeking whores!
Radical shocking extremism is only counterproductive to the goals those using it are attempting to accomplish.
all you need is some child to get hold of a copy and start chewing up the pages…that would frighten the hell out of me…no matter how old no matter how tainted…can still be passed on…these people are crazy and the government should shut them down…they are passing hiv out and they should be held responsible for it….
You want to change it in the gay community first you have to change the way gay unprotected sex is perceived to the youngsters, I’m lucky I’ve had 7 HIV positive partners, I’m beg and immune to HIV a gene I inherited from my ancestors
Ment I’m HIV negative
I don’t want a magazine printed with anyone’s blood. Idk what they do or don’t have
Blogs seem to bring out the worst in people. Coach, Richard, mistr fistr, have you re-read your post since they were posted? Silly, ill-informed rantings.
Let’s put the last 25 years behind us. With the exception of long term survivors nobody is dying of AIDS unless they want too. A responsible person on treatment > 6 months who is virally suppressed is sexually non infectious. For most people it is one pill once a day with no side effects. Health wise HIV disease is a pretty benign disease. An informed person knows diabetes, MS, Lupus and a host of other diseases have far worse prognosis than controlled HIV. So given these facts, why are so many of you guys terrified of all things HIV still? You only live once and you have already spent way to many years with your core sexual expressions consumed with guilt dread and fear. And we all know fear is used to control folks. Peace 🙂
Hey Blog–that’s part of the challenge with the Culture of the Offended trend in general. We need to be able to have differing views without labeling each other as being motivated by “hate.” Nothing but love for folks with HIV/AIDS. We need to be able to separate the irrational fear of people with it (in my view, the “stigma”) with the very real–and very difficult–fact that the most reliable way to stop the spread of the disease (which is still a) incurable and b) life-threatening) is to actively avoid contact with the virus. Few things are sadder for me than to see profiles of folks here on A4A go from Negative to Positive.
I’d love to see some articles on how to support research. What we need is a cure and a vaccine.
For me, the shock value of using HIV+ blood isn’t the issue; just the use of blood as ink is beyond comprehension. Why? Sorry, but I’m “not into blood, scat or excessive pain.” Plain and simple.
Mistrfistr – Joes right, you’re an idiot. Asking to rid the Male gay community of hiv only to push it onto other groups that you are probably not a part of is really fucking evil. At least have the forethought to think, “hey if the gay community could stop hiv, maybe we can help the others too.”
Any attempt to raise awareness isnt pointless. Kevin’s points, as a a person with hiv, are valuable.
We should be smarter and more responsible. Telling others to “avoid” contact with the virus might tell them to avoid folks with hiv altogether. no, how about instead we teach safer sex, and other alternatives to anal, oral, etc. That way we still get to have sex without the risk.
Steve – I don’t have hiv or diabetes, so I can’t compare the experiences of having either one. While I read about hiv being manageable and a better prognosis than diabetes, there’s still depression and mental,psychological,sociological,personal, medical, all those factors with having hiv, that have different cumulative effects on people, than those of diabetes and conditions that don’t have histories like hiv. it’s like coming out as gay vs coming out straight. Or coming out as having hiv vs having diabetes. There are implications with each.
Could you cite some literature?
also, if the bloggers and writers would respond beyond their original post, thatd be great. That would keep the conversation from dying and keep the discussion going.