INPES and BETC Euro RSCG developed an AIDS campaign using the idea of a free gesture that anyone and everyone can do. The aim is to fight against the discrimination of people with HIV and to encourage the greatest number of people to do the same.

The free gesture the commercial focuses on is called FREE HUGS, a movement that started on the Web. Inspired by the phenomenon, INPES and BETC created a 2-minute internet campaign as well as versions that will air on major TV channels. Viewers will be directed to www.contreladiscrimination.org for virtual free hugs and the ability to post personal videos of free hugs via dailymotion.

From the press release:

The origin of FREE HUGS is uncertain. Some websites have appropriated the phenomenon, with or without a specific aim, such as the American association http://www.free-hugs.com/ founded by Jason Hunter in Atlanta, which uses Free Hugs to spread social and moral values.

Undeniably, the free hugs concept reflects a certain social mood: take for, example the success of Juan Mann who used the phenomenon to promote the clip of an Australian group, the Sick Puppies (www.sickpuppies.net). The clip, broadcast on YouTube, has been viewed by over 6 million people since last September. Juan Mann, who endorses Free Hugs on the site http://www.freehugscampaign.com/, was interviewed on Australian TV on the subject, and he even went on Oprah!
Today, free hugs are gathering pace all over the world. In France, www.calins-gratuits.com/, proposes “friendly hug” gatherings in Paris and in the country’s major cities.

INPES and BETC Euro RSCG have thus decided to use this phenomenon as the basis for their new campaign. The result is a new type of film, somewhere between advertising, a clip and a hand-held amateur film. The INPS Free Hugs film has been produced by Denis Thybaud, who has made several clips for record producer Bob Sinclar and produces TV programmes on CANAL+ for comic duo Omar and Fred. During the shoot, over 300 people were hugged in 2 days and over 500 signatures were collected by INPES assistants from people willing to play the game.