Vangardist, an Austrian men's magazine, has made rounds online with its progressive and controversial campaign that challenges readers to reject common misconceptions about HIV and AIDS. The magazine recently released its latest issue printed with ink mixed with blood donated by three people with HIV.

"If you see the magazine ... the first question that comes to your mind is, 'Would I touch it? Would I take it in my hands?' And the second question is, 'Why would I touch it?' or 'Why wouldn't I touch it?'" Julian Wiehl, the magazine's co-publisher and editor-in-chief said in an interview, reports Washington Post.  

It was Wiehl who originally came up with the idea in order to make a bold statement about the stigma that the condition still receives up to this day. Wiehl said that holding the magazine would be just "like holding somebody who is HIV positive." He further added that holding the magazine would not infect the reader with the virus, in the same way that holding a person who is positive with HIV does not infect another.

Medically speaking, HIV virus can only be transmitted through bodily fluids, and not by physical contact because the virus could not survive outside the body long enough to be transmitted. The special issue of the magazine, which will be out on May 7, comes in a sealed plastic bag, in order for the reader to "break the seal to break the stigma," Wiehl said.

The Austrian magazine, aimed at young urban males, usually releases at least ten issues a year online. However, in line with Life Ball, an anti-AIDS charity event set to take place in Vienna next month, Vangardist wanted to make a statement by publishing a printed issue with the theme "Heroes of HIV."

The three people who donated their blood -- the said "heroes of HIV" -- consist of a 47-year-old mother, a 32-year-old straight man, and a 26-year-old gay man. Wiehl wanted to highlight that two of the three donors do not fit the stereotypical HIV carrier, further driving the point that people should let go of the stigma and the preconceived notions about carriers of the virus.

Aside from spreading awareness about HIV, Vangardist will also donate all the proceeds of the special issue "to charity foundations that are fighting the stigma of HIV/AIDS and help support people to make a normal living with the virus," according to the magazine's website.

The special issue will also be available online. Copies that did not make use of blood for printing will also be available for sale.