Sweet Punk joins forces with Coalition PLUS and AIDES
News
What do Thomas Jolly, Marina Foïs and Jean-François Delfraissy have in common?
All three have lent their voices and faces to the fight against HIV/AIDS.
Alongside Cristina Cordula, Rose & Punani, Maëlle Réat and her mother, Yassin Chekkouh and Samir Guesmi, they are the faces of the new campaign co-created by Sweet Punk, the Ekstend Group's creative agency, Coalition PLUS and AIDES, aimed at public authorities.
A fight in jeopardy
The fight against HIV is currently experiencing political and financial setbacks. In 2025, declining US funding threatens millions of lives and jeopardises decades of progress. The ‘No Half Measures’ campaign precedes a crucial political event: the replenishment of the Global Fund to Fight AIDS, Tuberculosis and Malaria in November 2025. France, a key player in global health, has a responsibility to maintain and strengthen its funding.
Re-engaging France: a strategic and creative challenge
To revive this commitment at a pivotal moment, Sweet Punk came up with a slogan that is as simple as it is powerful:
‘In the fight against HIV and AIDS, you can’t be half committed.’
This phrase reminds us that supporting global health is not an expense, but a vital, urgent and profitable investment.
Coalition PLUS and AIDES will include Sweet Punk in cross-posts throughout the campaign on social media, demonstrating their joint and committed mobilisation.
‘Our creative challenge was to transform a moral imperative into a strategic imperative: we wanted to show that solidarity today is also the most intelligent and profitable choice.’
— The Sweet Punk team
A campaign to revive French solidarity
Historically a pillar of the Global Fund and a symbol of international solidarity, France now has a decisive role to play in preventing a step backwards.
This campaign, unveiled on 13 October, will be broadcast on the social media accounts of Coalition PLUS, AIDES and Sweet Punk, in a collective movement to re-engage France in the fight against HIV/AIDS.