“Use fashion to fight HIV” is the fundamental message brought by the Grande Braderie de la Mode (The Great Fashion Sale). Thanks to the precious help by prêt-à-porter brands and designers who donate their clothes and thanks to all the people who buy them, the Grande Braderie de la Mode allows the association AIDES to collect an important part of their private funds.
The campaign “Fashion Condoms” is the first brand campaign for AIDES and was created by BETC as a reminder of the work done by the association, in between its bi-annual fashion fairs that have been hosted by BETC for the past 15 years.
The campaign (credits available here), 3D sculptured by Antoine Magnien and produced by Watch Out, will at first be broadcast digitally as well as in the press for the Paris Fashion Week. Further on it will be used by the association throughout the year.
The end of the aids epidemic is no longer a matter of financial resources : the biggest challenge today lies in creating awareness amongst the most vulnerable parts of France’s population and intensify early screening in order to detect the over 30 000 people in the country who are estimated to live with the HIV virus without knowing it.The association invites everyone to join the fight as buyers or donors.
AIDES was founded in 1982 to fight the aids epidemic in France. The name is a word play with the French word for “help” which is “aide”. As of 2007, AIDES is active in France in 100 cities with 400 staff members and more than 1000 registered and trained volunteers. It is the largest non-governmental organization in France working on HIV issues, by number of activists and budget. It is considered one of the main observers of the epidemic in France. Internationally, AIDES has developed strong partnerships with fellow community-based NGOs in Africa, in Europe and in Canada (Quebec) to strengthen the role of civil society by sharing best practices and to jointly advocate for global access to care and prevention. It also developed a partnership with the UN Programme on HIV/AIDS.
BETC is a historic pro bono partner of the association, having hosted the Grand Braderie de la Mode, a bi-annual fashion sale open to the public, selling donated designer or prêt-à-porter clothes at attractive prices. They first took place in BETC’s former headquarters in the 10th district of Paris and since 2016 in Les Magasins Généraux in Pantin. 2017 saw the addition of the Grand Braderie de Design, using the same concept except with designer furniture and deco instead of clothes. BETC is also behind all creative communications around the event since 2003.