AIDES
Social campaign & communication
The project
This academic project, titled “Our own Everest”, is an awareness campaign created for AIDES, France's leading association fighting HIV and viral hepatitis. The aim was to design communication that was both powerful and accessible, raising public awareness of prevention through a human and committed approach.
The concept
The Everest metaphor stands for the journey of people living with HIV. That climb, often seen as insurmountable, becomes possible with the right support. Through this metaphor, the campaign highlights strength, resilience and hope, while underlining the importance of solidarity, collective support and associations.
Campaign visuals
Highlights
Communication 360
Rolling out a 360 communication strategy built on several levers to reach the audience at different moments and places. The campaign combines urban display (bus shelters, metro, tram, shopping centres), digital activation on social media (Instagram and X) and street marketing.
Communication materials
Designing and adapting a coherent, high-impact set of materials. These include large-format posters for urban spaces, digital content for Instagram (posts, interactive stories, reels) and X (interactive tweets), along with event and street-marketing devices such as “Everest” phone booths and clean tags in the city.
Storytelling visuel
Building a powerful visual narrative around the Everest metaphor for the journey of people living with HIV, through mountain imagery, staged progression (Camp 1 to Camp 6) and the red ribbon as the central element.