In France, around 150,000 people live with HIV, yet 30,000 remain undiagnosed, according to the Sidaction organization. Each year, approximately 6,000 new cases are identified.
To tackle this public health challenge, AIDES has launched a nationwide awareness campaign called "Me, AIDS." This bold "viral" initiative personifies the HIV virus to spark open conversations about the disease.
The campaign debuted on Twitter with the account @lesida. As AIDES communication manager Antoine Henry told AFP, users are receiving notifications like "AIDS is following you," prompting direct engagement with the virus persona.
@lesida replies to messages in a lighthearted, humorous tone. It even playfully challenges public figures, such as in the viral tweet: "@christineboutin hello #JeSuisLà!" Netizens counter with #JeSuisLà or silence it using #ShutUp!
Twitter is just the start. The character appears on Facebook, Instagram, and Tinder, ready to chat. Upcoming posters across France will feature provocative messages like: "I am neither racist nor homophobic - AIDS."
AIDES has also released a first-person video narrated by comedian Gaspard Proust as the virus. It shows him roaming Paris, meeting people, and quipping: "I am a faithful friend but without the word friend."
