Doctors without Borders / Médecins sans Frontières (MSF)
How do you stop a mass murderer?
Many people know that those infected with HIV can live a normal life without developing AIDS if they get the right treatment in time. Fewer people know that HIV-treatment also reduces the risk of sufferers spreading the virus by 96%. This was the message at the heart of the MSF campaign for World AIDS Day, December 1, 2012 in Sweden. The campaign film “How do you stop a mass murderer?” launched via social media. It features Alexandra Rapaport playing an ice-cold killer complaining that she doesn’t get the same media attention she is used to.
Art Director: Fredrik Forsling
Copywriter: Fredrik Forsling and Stefan Normann
Script: Fredrik Forsling
Input: Stefan Normann
JR Art Director: Mathias Eriksson
Director: Martin Huss (Palladium Film)
Image Illustration: © Special Branding Projects
After each viewing of the film an ARV (antiretroviral) pill was added to a concluding image. Together the pills eventually grew to spell out the iconic message “Stop AIDS”. The film was shown on Swedish national TV channel SVT1’s popular breakfast show together with an interview with MSF Sweden Chairperson Kristina Bolme Kühn.