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U.S. Centers for Disease Control and Prevention
Ads Target HIV Spread; Welcome to Condom Country: Safe-Sex Envoys Ride Into TownJune 20, 2001 HIV is rising rapidly among Toronto men who have sex with men (MSM) and the AIDS Committee of Toronto (ACT) is riding into action. The committee's new ad campaign, Welcome to Condom Country, features attractive cowboys in intimate poses -- many on horseback leaning in to kiss one another. ACT is spending $400,000 to have its safe-sex message appear in transit shelters, subway cars, washroom stalls, on billboards and in print media. ACT is also trying to reach non-English speaking MSM through community newspapers and televised public service announcements in a variety of languages.
Adapted from:Charles Roy, executive director of ACT, estimates that with the amount of free ad space being donated, the campaign, which will run until December, will be worth at least $1 million. Infection rates increased 7 percent among Toronto MSM between 1999 and 2000, according to a study funded by Health Canada and the Ontario Ministry of Health. Toronto is home to approximately 60,000 MSM and has one of the highest infection rates in the country. Posters began going up Monday, and TV ads start airing in September. The ads were developed at no charge by Naked Creative Consultancy.
Back to other CDC news for June 20, 2001 Toronto Sun 06.19.01; Heather Middleton This article was provided by U.S. Centers for Disease Control and Prevention. It is a part of the publication CDC HIV/Hepatitis/STD/TB Prevention News Update. |
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