Sidaction, the leading French association in the fight against HIV, wanted to celebrate the diversity of love while also defending the LGBT+ community that is still poorly represented and that has been dear to them for many years. And they wanted to remind us of the importance of safe sex and taking precautions, so that all types of love can be protected.

The art direction needed to be as inclusive and representative as the idea itself. And it needed to spread a colorful and joyful vision. So, as a central theme, we of course integrated the LGBT+ rainbow colors, elegantly redesigned. This allowed everyone to clearly identify support for the cause. And we used shadings of the LGBT+ rainbow as a common thread throughout the Kamasutra+ book, that went along with the illustrations and the additional content (such as a LGBT+ glossary, didactical and medical content, written poems). The LGBT+ letters were illustrated by the participating artists. This gave a real shape and humanity to the acronym, with 5 different styles of illustrations and representations. The art direction was brought to life at the Paris Pride festival and the Sidaction float was decorated with these identifiable elements.

The LGBT+ community is still poorly visible and represented around the world. In France in particular, contrary to some other countries where the LGBT+ has gained more visibility in the cultural and media areas, there is a lack of representation and comprehension of their cause, and very few visible campaigns that proudly support it. Through Sidaction’s eyes, the acceptance of oneself and of all sexualities is one of the key elements of enjoying good sexual health and fighting against HIV. But today, the LGBT+ community still suffers from many forms of discrimination that weigh on the mental, physical and sexual health of its members.