CANADIAN AIDS SOCIETY BREAKS AWARENESS EFFORT
By Adnews Staff
The Canadian Aids Society has launched a new national awareness campaign in conjunction with the launch of national HIV/AIDS Awareness week yesterday. The public service campaign, called "Men Make a Difference," is targeting both heterosexual and homosexual men, an audience the Aids Society says is both high risk and hard to reach. Print PSA's, washroom advertising in bars and restaurants, posters and a direct mail push will be used to let men know the results of engaging in risky behavior such as unprotected sex or intravenous drug use can include the spread of HIV. The campaign's creative is designed to grab their attention and keep it for two seconds and convey a message that was strong and simple enough to get them to rethink their actions, explained Mathieu Cloutier, general manager of Everest Communication of Ottawa, the agency that created the campaign.