A campaign that lights up awareness
“Let’s shed light together” is the core message of the new campaign by Anlaids, the national association for the fight against AIDS. Created by Premiata Fonderia Creativa, the campaign uses a striking neon message that flashes on and off: “Aids. Stop the virus of discrimination. Take the test, let’s shed light together”.
The 10-second video will be broadcast on social media and giant LED screens in major Italian cities like Rome, Milan, and Catania, thanks to the support of Urban Vision, a leader in urban media communication.
Anlaids’ goals for 2030
Anlaids Ets national president, Luca Butini, outlined clear goals:
- Zero new HIV infections
- Zero HIV-related deaths
- Zero HIV-related discrimination
These objectives are achievable by 2030, but collective effort is crucial. “Taking an HIV test”, says Butini, means:
- Preventing HIV and other sexually transmitted infections.
- Reflecting on sexual behaviors and self-respect.
- Saving lives through early diagnosis and therapy.
- Considering PrEP, a pharmacological prevention strategy.
The challenge of late diagnoses
Data from 2023 indicate a rise in new diagnoses compared to 2022, but the issue of late diagnoses remains. Too many people discover HIV only when the disease has advanced, unintentionally spreading the virus. “Let’s shed light together” to break this cycle.
Urban Vision supports Anlaids
Thanks to Urban Vision, the campaign will reach a vast audience through large LED screens. Gianluca De Marchi, Urban Vision CEO and Anlaids Lazio president, highlights the importance of promoting a testing culture for a more informed society.
“Knowledge is our strongest ally in the fight against HIV”, says De Marchi, urging everyone to take the test to prevent new infections and fight discrimination.
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