The power of word
The objective was to make visible the diseases problem in Argentina and to inform about AIDS prevention by making hairdressers actively participate in the prevention of this disease.
Use the communication channels of L’Oréal to manage the prevention programs of Unesco, who approves the program (in Argentina it was decided to Fundación Huésped to support).
The program was designed with the world’s largest open-air hairdressing center as the central axis. The message of the campaign is centered on the power of word, with a close and fluid communication. A «Hairdressers against AIDS» kit was designed to help hairdressers talk to people about the issue. It contains creative accessories that arouse curiosity and can be the perfect spark to start a productive conversation about HIV/AIDS.