Austrian magazine printed with HIV-positive blood goes on sale

An Austrian men’s magazine has printed its latest edition using blood from people who are HIV-positive in order to counter the “stigma” often attached to the virus that causes AIDS, its chief editor said yesterday. Vangardist is usually published only digitally, but the “#HIVHeroes” edition is in hard copy, printed using blood donated by three people who are HIV-positive and mixed with normal ink. The magazine worked with advertising agency Saatchi & Saatchi Switzerland to develop the idea.

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.

Julian Wiehl, founder and editor-in-chief of Vangardist magazine

Three thousand copies of the bilingual German-English special edition can be ordered online for 50 euros ($55.65) each, with all proceeds going to charity. A further 15,000 normal copies are also available. Despite the claimed aim of reducing stigma, the magazine is being sold sealed in a plastic bag and the packaging comes with a disclaimer that the buyer waives any claim against Saatchi & Saatchi.