There's no risk of infection for readers holding the issue, which Vangardist and Saatchi & Saatchi Switzerland had published using processes in line with Harvard University and Innsbruck University guidelines, according to a news release.

It's designed to spark open discussions about HIV "whether people love [the campaign], hate it, or think it’s inappropriate," Saatchi & Saatchi Switzerland spokesperson Andrea Pedrazzini told BuzzFeed News.

On newsstands in Austria, Switzerland, and Germany, there will be 15,000 copies of a standard, blood-free version.