I couldn't help but notice the new massive HIV Stops with Us campaign in the West 3rd subway station.
HIV STOPS WITH US is a multifaceted national social marketing campaign that aims to prevent the spread of HIV while also reducing the stigma associated with the disease. The campaign features real HIV positive people from across the country and a wide spectrum of HIV negative persons in their lives - family members, friends, care providers and partners talking about real issues.
HIV STOPS WITH US builds on the highly successful HIV STOPS WITH ME campaign, which was nominated for Best Advertising Campaign by GLAAD (Gay Lesbian Alliance Against Defamation).
I'm not sure if this campaign is any more or less effective than last year's, or if it's effective at all, but I find something encouraging about the signs being so inescapably huge. Discuss?But hey! Before doing anything: take a step back and take a deep breath.
Focus on the images, the message.
Take your time on the last photo in the column. Let it resonate.
What does it say to you?
Please share your thoughts.
6 comments:
How widespread is the phenomenon?... and is the rate of new infections zero for sex partners who're part of the phenomenon?... of the strategy of "Let's get tested TOGETHER BEFORE we have sex, for A VARIETY of STDs." Sexual health checkups reduce ambiguity/risks and can be like anything else POTENTIAL sex partners do together. The strategy worked for us and for friends who did the strategy. It's unofficial, informally some clinicians at Dartmouth student health services noticed same sex and heterosexual couples coming in saying we haven't had sex yet and want to get tested together.
I suppose that any new idea is worth a go. But the message is a bit blurred for me.
I noticed this morning that someone was trying to rip them down. One poster had about a foot peeled off and another had the corner tugged down. Considering the area, this doesn't surprise me that much.
I would have thought the the most effective message would have been a mix of both stances. Yes, as a community, it's our collective responsibility to educate and inform regarding HIV and AIDS. However, at the end of the day, it is a person's individual responsibility to make sure they stay safe. When all is said and done, there is only one person who can make the decision to use (or insist upon using) a condom.
However, regarding impact, the campaign is visually striking, though maybe a little vauge. A person could easily mistake the pos/neg pattern/mural-thang for subway art. Striking subway art, but subway art none-the-less.
Hey Eric,
Found your blog via Ted White and I'm LOVING it. I'm excited by "HIV STOPS WITH US", too, because it's not focused on individuals, and it appeals to a collective sense of responsibility. The final photo looks like an electrical field to me; I think I'd prefer it visually if they'd used a wider range of colours, not just two, and the non-random layout sends some interesting messages about proportions and dispersion. But I like it - what do you think?
Daniel
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