In a new campaign from Saatchi & Saatchi Switzerland for Vangardist, a leading German men’s monthly, the magazine invites its readers to take a hands-on approach to end the social stigma surrounding HIV.

To coincide with one of the biggest HIV events in the world - Life Ball - which takes place every year in Vangardist’s home town of Vienna, the front cover of 3,000 copies of its Spring issue are printed with ink infused with HIV+ blood donated by three individuals living with the HIV virus.