Sam Worley
Windy City Times (Chicago) (02.18.09) - Tuesday, February 24, 2009
On Feb. 7, National Black HIV/AIDS Awareness Day, the AIDS Foundation of Chicago kicked off a new campaign designed to emphasize prevention, regular testing and enrollment in clinical trials among African Americans. In Illinois, blacks comprise 15 percent of the population but 51 percent of new HIV diagnoses.
"With Me Comes a Cure" aims not only to stimulate discussion about the disease but to redefine the concept of "cure", said AFC Communications Director Johnathon Briggs. "Any preventative action you take is in essence a cure," said Briggs. "The cure is what you're doing right now to prevent infection." "Everyone has a talent, a passion, or a resource" that can be tapped to help prevent HIV, he said.
AFC received a grant for the campaign from the National Institute of Allergy and Infectious Diseases' HIV Vaccine Research and Education Initiative. Chicago Creative Partnership provided the concept, which was developed from focus groups of African-American women, youth, and men who have sex with men. All three groups provided vital insight, said Briggs. While the women were intrigued by the ambiguity and potential of the message, the youths viewed it in terms of cultural activism.
"Cure" ads will run on city buses; paraphernalia such as T-shirts, compact mirrors, and condom cases will be handed out; and numerous public events are planned as part of the year-long campaign.
The open-ended nature of the campaign's slogan - which lacks the words "HIV" or "AIDS" - allows people to think creatively about solutions to HIV/AIDS. Recalling the words of one focus group member, Briggs said, "Sometimes you have to take out the word to get out the word."
Via: http://www.aegis.com
Windy City Times (Chicago) (02.18.09) - Tuesday, February 24, 2009
On Feb. 7, National Black HIV/AIDS Awareness Day, the AIDS Foundation of Chicago kicked off a new campaign designed to emphasize prevention, regular testing and enrollment in clinical trials among African Americans. In Illinois, blacks comprise 15 percent of the population but 51 percent of new HIV diagnoses.
"With Me Comes a Cure" aims not only to stimulate discussion about the disease but to redefine the concept of "cure", said AFC Communications Director Johnathon Briggs. "Any preventative action you take is in essence a cure," said Briggs. "The cure is what you're doing right now to prevent infection." "Everyone has a talent, a passion, or a resource" that can be tapped to help prevent HIV, he said.
AFC received a grant for the campaign from the National Institute of Allergy and Infectious Diseases' HIV Vaccine Research and Education Initiative. Chicago Creative Partnership provided the concept, which was developed from focus groups of African-American women, youth, and men who have sex with men. All three groups provided vital insight, said Briggs. While the women were intrigued by the ambiguity and potential of the message, the youths viewed it in terms of cultural activism.
"Cure" ads will run on city buses; paraphernalia such as T-shirts, compact mirrors, and condom cases will be handed out; and numerous public events are planned as part of the year-long campaign.
The open-ended nature of the campaign's slogan - which lacks the words "HIV" or "AIDS" - allows people to think creatively about solutions to HIV/AIDS. Recalling the words of one focus group member, Briggs said, "Sometimes you have to take out the word to get out the word."
Via: http://www.aegis.com
