PARIS, France—On the occasion of World AIDS Day on December 1, Sidaction has alerted young people to the need to increase prevention and expand sex education programs at a time when the number of HIV/AIDS screenings has fallen due to the health crisis. To raise awareness among young people, Sidaction and The Good Company are launching UNFORGETTABLES, a game in which condom scenes have been inserted into sex scenes from cult films and series.
HIV/AIDS: sex education for young people, a forgotten priority.
Thirteen percent of new HIV-positive cases are detected in young people under the age of 25[1], a figure that unfortunately hasn’t decreased for several years.
“Young people don’t hear much about HIV, especially in school. In theory, sex education is mandatory, but in practice It’s not carried out well,” explains Florence Thune, Executive Director of Sidaction.
According to an Ifop survey for Sidaction, 33% of young people surveyed believe they aren’t well-informed about HIV/AIDS, an alarming 22 point rise since 2009. Only 34% of sexually active young people say they always use a condom during sex (down 9 points compared to 2020).
“It is urgent that sex education be taught in schools and in facilities for adolescents and young people not attending school. All subjects need to be addressed: self-discovery, consent, sexually transmitted diseases, the importance of testing, a variety of means of protection, sexual orientation… Young people must be encouraged to talk to each other, to express what interests them and prevention issues will come up as a result of that dialogue,” states Thune.
UNFORGETTABLES : Sidaction and The Good Company put condoms back on screen asa reminder to young people
Given this dearth of information among young people, Sidaction and The Good Company decided to launch UNFORGETTABLES, an awareness-raising game in which images of condoms have been inserted into sex scenes from some of the most iconic films and series.
Titanic, Ghost, Twilight…People’s favorite movies and TV shows often include sex scenes that leave a lasting impression. However, there is often a key gesture that they forget to include in these memorable scenes… To remedy that, Sidaction is helping these beloved works to become more responsible and educational.
Whether online or in theaters, young people have never had more access to movies and TV shows. Yet in the unforgettable and unrealistic sex scenes, we almost never see the characters using a condom or other means of prevention, is one of the most effective ways to protect yourself against the virus.
To remind people of this simple and important gesture, Sidaction is launching UNFORGETTABLES, a game in which condoms have been inserted into cult sex scenes from popular films and series. In the game, young Internet users are invited to guess which unforgettable movie or series the scene belongs to. A playful way to get an critical message across.
Values Media will publicize the game and its campaign online, through social and with influencers starting December 1.
A link will then redirect to a page with additional information on the different ways to protect oneself from HIV, such as PrEP.
Go to www.unforgettables.fr and find out which movies/series are unforgettable.
CREDITS
NAME OF CAMPAIGN : Unforgettables
BRAND: Sidaction
Brand Management: Bérénice Pierson, Florence Thune, Alexandre Jalbert
AGENCY: The Good Company
Account Management: Luc Wise, Julien Quidor dit Pasquet
Creative: Fabien Gailleul, Hadi Hassan-Helou, Philippe Pioli-Lesesvre
AD: Eva Huguet
Copywriter: Joëlle Elhajj
Strategic Planning: Nina Kurose, Lisa Gache
Account Director: Lisa Buisson, Adel Heddadi
TV Producer: Barbara Vaira
PR: Pauline Germain
TV PRODUCTION: Gang Life
Director: Dimitri Grimblat
Production Director: Etienne Druilhe
Production Assistant: Maude Demetrau Préveaux
Director of Photography: Olivier Guerbois et Edwin Broyer
Camera 1st Assistant: Valentin Cornot
Accessorist: Yann Le Goff
Head Editor: Stéphanie Pélissier
Calibrator: Baptiste Vieillard
Calibration: Everest Studio
Post Production: Bandapart
Post Production Director: Julien Daniel
Post Production Assistants: Clémence Gasnier & Maude Girard
Sound Production: Octopus Production
Sound Director: Claire Paillot
Sound Design: Kevin Langlois
Mixage: Christophe Chauvet
SITE PRODUCTION: CPTN
Creative Developer: Jacques Decazes
