AIDS VANCOUVER BREAKS PREVENTION CAMPAIGN
By Adnews Staff
Aids Vancouver has undertaken a new HIV prevention campaign. The multimedia "Arouse" campaign consists of television and radio commercials along with a series of print executions. The creative focuses on the side effects of HIV medications, referred to as the "cocktail". The television and radio ads present a narrator listing the side effects and impacts of the medication on his body and life. The TV ad also depicts animated pills splitting and growing in size in a petrie dish. Print advertising, billboards, bus shelters, posters and cards also focus on the side effects of the medication. In one ad, the medication inside a capsule is leaking out. The text reads "Chronic Diarrhea side effect #7." Another ad shows a curved line like a frown running across a pill. The copy reads "Depression side effect #4." The campaign's tagline is "Condom or Cocktail?" Aids Vancouver used Global Mechanic and Rethink Advertising to create the campaign.