Action Men in new AIDS awareness campaign
The BBC and the Terrence Higgins Trust have collaborated on this ad to ‘raise awareness of HIV amongst 16-34 year olds’, although the language used (with references to ‘barebacking’ and ‘fisting’) makes it clear who the target audience is. The series of films also direct viewers to an interactive website, where they can find out more about HIV and AIDS and customise their own GI Jonny virtual action figure. Their own creation can then be forwarded to friends and downloaded to Facebook (this bit didn’t seem to be working when we checked it out).
According to the Terrence Higgins Trust, the number of people in the UK with the virus has risen from 30,000 in 2001 to 70,000 this year. Research by the charity also suggests there is still widespread ignorance about HIV, particularly amongst young people. A recent poll of 1,000 people found more than 20% of people aged 18 to 24 mistakenly thought there was a cure for HIV. Among the same age group almost a quarter believed condoms had holes in them which let HIV through. So the more information, the better then. Weird though that it took the agency — in this case Kontraband — to get the thing up on YouTube.
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