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The Beautiful Body and Healthism in HIV/AIDS Campaign Graphics

Louise Moana Kolff

This paper will look at HIV/AIDS campaigns as a form of advertising ‘selling’ the ideology of health through the utilisation of different emotions. By analysing three contemporary Australian campaigns aimed at gay men, the paper examines the relationship between the concept of ‘healthism’, and the design strategies used to promote safer sex practices.


graphic design, HIV/AIDS, healthism