This powerful ad campaign is changing how people think about HIV by putting the virus right in front of them. The posters, designed by Ogilvy Brazil for the NGO Life Support Group (GIV), have something a little different. Each one comes with a tiny drop of blood.

The posters read: “My measurements are 40 by 60 centimeters. I was printed on high brightness paper. And my weight is 250 grams. I’m just like any other poster. Except for one thing: I’m HIV positive. It’s exactly what you’ve just read. I’m living with the virus. At this point you may be taking a step back, wondering if I offer any danger.” — The HIV-Positive Poster

In this way, the poster taps into the discomfort the reader might be feeling at the prospect of even looking at a piece of paper carrying HIV, forcing people to confront their prejudice for real.

Once the posters hit the streets of São Paulo, the impact was felt almost immediately and people began interacting with the posters. Watch the video to see the people interacting with the poster.

What do you think about this brilliant idea? Do you know of similar campaigns? Share them with us!

via UPWORTHY.