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Bristol-Myers Squibb Canada continues One Life campaign

Bristol-Myers Squibb Canada has begun the second phase of an awareness campaign called "One Life." The campaign encourages Canadians to get tested for HIV, regardless of gender or sexual orientation. The effort, developed by Bleublancrouge of Montreal, began in Toronto on June 22 with posters, print ads, online banners and a website at <>. The campaign is timed to coincide with Gay Pride events in Toronto, Vancouver and Montreal in June, July and August. "One Life reminds people that absolutely anyone can become infected with HIV/AIDS, regardless of age, gender, sexual orientation or socioeconomic status," said Murray Jose, executive director of Toronto People Living with AIDS. "The awareness campaign is an innovative call to action, which we hope will provoke a healthy change in attitude. The campaign is all the more important, given that it is estimated that 27% of the 58,000 Canadians with HIV don't even know they are infected."

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