April 27, 2007


Attitudes toward AIDS have changed dramatically over time, and apathy is on the rise, particularly in the United States. AIDS Activists will tell you it’s because the steam has been lost in the fight. The problem is that many people think the AIDS crisis is over, thanks to improved treatment options. It’s been twenty-five years since the crisis began and most people do not realize that AIDS is the worst epidemic humankind has ever faced. The virus still infects thousands of people every day, and has had a devastating effect around the world—especially on women and children. AIDS has orphaned the equivalent of every child in the United States under the age of five.

European countries, led by Switzerland, are confronting the problem head-on. Their media campaigns are hard-hitting and statistics indicate they are working. It’s doubtful we will see their approach accepted by mainstream US counterparts – just too shocking. Love Life and their No Action Without Protection campaign illustrates the stupidity of unprotected sex via “unprotected” athletes engaged in contact sports.


(Click to Enlarge)

Similarly, the Best Preferences spots drive the message with easy-to-understand rules for safer sex: ‘No intercourse without a condom’ and ‘No sperm or blood in the mouth.’ And: ‘Without a condom, you’re sleeping with AIDS. Protect yourself.’

Shocking? Shockingly Excellent.


wOw, do something!

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