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February 20, 2008
HIV Ads “Get REAL” and Get Real Graphic
While many HIV prevention campaigns utilize graphic imagery to portray the reality of HIV and the side effects caused by some of the medications used to treat it, some experts question the efficacy of such shock tactics, EDGE New York City reports (edgenewyork.com, 2/20).
According to the article, many target groups—including 13- to 21- year-old men who have sex with men—do not relate to campaigns that focus on scare tactics and gruesome imagery. “You need some sort of shock value to grab attention,” Jonathan Ellis, creator of the “Get REAL” HIV prevention campaign in Philadelphia, told EDGE. “However, the message of [those types of] campaigns may be overshadowed by negative publicity.”
Ellis’s campaign avoided shock, and instead utilized what Ellis calls “peer-based stories”—real-life experiences of black and white men ages 15 to 29—as an impetus for people to be aware of and protect themselves against HIV.
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comments 1 - 3 (of 3 total)
CATHY LAMMERS, ST PETERSBURG, FL, 2008-02-28 21:30:34
I would love to speak with the people doing the ads...I am writing a book ABOUT REALITY and HIV/AIDS.
IF anyone is interested please email me - myaidsstory
Jason, New York, 2008-02-21 11:10:22
The fact of the matter is that most effective private funded social marketing campaigns have images, text and topics that may seem to controversial because the only other reference when comparing campaigns are those produced by CDC or local state/city health departments that are censored, abstinence based, and/or have an underlying agenda. I have produced several successful HIV prevention campaigns that were very controversial. However target group focus groups determined the final images/text.
Okoth, Pullman, WA, 2008-02-21 09:56:17
As much as scare tactics can raise short-term thought-provoking analysis by the target population it does not impart the required information. It is the source of the unfortunate reaction of many at-risk people that "that can't happen to me". My most memorable lessons on HIV/AIDS were gained from discussions with healthy successful HIV+ individuals telling of their behind the scenes struggles.
