Are You At Risk

Are You At Risk?

“Each time you sleep with someone, you also sleep with his past.” This is the message chosen by the pharmaceutical company Bristol-Myers Squibb to raise public awareness of risky sexual practices for the second phase of its “One Life” campaign, created by BleuBlancRouge. The goal of this campaign is to raise public awareness in both the gay and straight communities about the risks associated with some sexual behavior, often mistakenly perceived as safe.

---

_“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. 

To find out more info on the transmission of HIV/AIDS and the prevention of HIV, please visit our informational webpages. 

To find free and confidential STD testing sites in Wake County, please visit our testing page. 

_To find where to get free condoms here in Wake County please visit our Condom Distribution Sites Map!