Sugar Baby Love
Context Although the gay community has been especially aware that prevention is needed since the start of the Aids epidemic, there has been a revival of unprotected practices in the last years. Today, homosexuals represent almost one quarter of newly diagnosed cases and more than 4 discover they are HIV positive each day.
Objective Day after day, in the field, AIDES militants note it is difficult for gays to protect themselves optimally. Aware of the need to send more messages addressing them, AIDES has decided to produce a new consciousness raising ad with the TBWA\PARIS agency. The film follows the line of "Baby, baby", produced in 2005 by Wilfrid Brimo (Wanda) to promote the image of condom use for a fully satisfying sexuality. This success naturally inspired this commercial.
Project Also produced as a video to the rhythm of the "Sugar Baby Love" track by the "The Rubbet’s" band, the film humoristically relates the love life of a young boy, and then young man, who after discovering his homosexuality lives his sexual identity, although victim of homophobic attacks. We follow him as years go by, in search of true love. Meanwhile, he protects himself during encounters by using a condom. The final message is still: "Live long enough to find the one!" This campaign plays on codes which are specific to the homosexual community, up to the point of caricature, in order to promote the use of condom. But it also aims at denouncing the discrimination gay people living in accordance to their sexual orientation have to go through. Recent attacks are a terrible reminder of this. This video has been awarded a Silver Lion prize at the International Advertising Festival of Cannes – June 2006.