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 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.

The publication of the book was a huge success and greatly exceeded our expectations in terms of speed and scope. It positioned Sidaction as a loving and loved brand, even more so than before. Not just in its approach to representativeness, but also in the creativity the brand managed to express in its fight. This was reflected by the LGBT+ community as the book was very successful, selling out very quickly, to the point where, by popular demand, it will be republished in the summer of 2023.

The impact of this campaign and the book is on-going today, many months after the release and the following results are likely to improve in the future:

Sold out in 5 days

10 partner bookstores in France and Belgium

+5.6M people exposed to the campaign

+64 relay posts on social networks, by the media and influencers

25 press reports (print, digital, TV, radio)

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