Magazine Printed With HIV Blood Goes On Sale

An Austrian magazine has printed an issue using HIV-positive blood mixed with normal ink to highlight the stigma attached to the virus that causes AIDS.

The "#HIVHeroes" edition of Vangardist uses blood donated from three HIV-positive volunteers.

The magazine worked with advertising agency Saatchi & Saatchi Switzerland to develop the idea,

Vargadist is usually published online, but some 3,000 hard copies have been printed using a process to ensure handling it carries no risk of infection, according to the agency.

Despite this claim the magazine is being sold sealed in a plastic bag and, according to CBS News, the packaging comes with a disclaimer that the buyer waives any claim against Saatchi & Saatchi.

"We wanted to make a statement against the stigma and the irrational fears (about)... HIV and HIV-positive people," said Julian Wiehl, founder and editor-in-chief of Vangardist.

"If you hold this magazine in your hands it is like holding somebody who is HIV positive. Nothing can happen, nothing can harm you holding the magazine, and nothing can harm you holding an HIV-positive person," he said.

"With an estimated 50% of HIV cases being detected late due to lack of testing caused by social stigma associated with the virus… this felt like a very relevant issue for us to focus on," Wiehl added.

Saatchi & Saatchi Switzerland creative director Jason Romeyko said: "We want to create a response in a heartbeat by transforming the media into the very root of the stigma itself. By holding the issue, readers are immediately breaking the taboo."

One of the three donors is Wiltrut Stefanek, 45, diagnosed as HIV-positive 20 years ago. She runs a Viennese group for people with HIV/AIDS and their families.

"I want to make people understand that in day-to-day dealings with it, HIV poses no risk to anyone," the magazine quotes her as saying.

At the end of 2013, 35 million people in the world were living with HIV, according to the World Health Organisation.

All proceeds from the sale of the magazine will be donated to charity.