Are You At Risk?
HIV is too often associated with gay men,” said Nancy Lee Jobin, vice-president of BBR’s pharmaceutical division. “We chose a surprisingly creative approach, but it sends a very clear message. This campaign is a reminder that everyone who is sexually active is potentially at risk.”“
The campaign includes billboard advertising, print ads in magazines, and the website AreYouAtRisk.ca. The advertisement shows couples in intimate situations with one person being embraced by the many arms of the partners of the other person.
“We want people to be aware of the risks and to get tested. Many people believe that a cure exists for AIDS or are simply too scared to get tested,” said Jobin.
When BBR’s “One Life” campaign for Bristol-Myers Squibb launched, they used the Irish rockers U2′s song One as its theme song.
“This is an initiative by our virology department, which markets antiretroviral products,” said Marc Osborne, spokesperson for Bristol-Myers Squibb. “The objective isn’t to sell a product though, but rather a societal prevention campaign, to persuade people to recognize the risks.”
According to Bristol-Myers, last year’s “One Life” campaign helped to increase public awareness about HIV and AIDS.
This original article published from http://www.marketingmag.ca in June 2009.
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