Rockstar
These PSA ads for Quebec Coalition Against AIDS reach out to people by showing our most prized possessions in condoms.

Any person would do his best to protect his or her car, house or pet, so naturally we should protect our own life when having sex.

The ads were photographed by Martin Girard for Marketel, Montréal, Canada, with creative director/copywriter Sébastien Pelletier, and art director Geneviève Robert.

Implications - AIDS awareness campaigns need to be innovative and push the boundaries as safe sex is a topic that should not be taken lightly. By using creative ideas such as the 'Protect Your Valuables' PSA, the concept will manage to connect to the viewer in a hard-hitting manner.