Centers for Disease Control - America Responds To Aids
Research indicated that the vast majority of Americans denied they were putting themselves at risk for HIV the virus that causes AIDS. Young people especially thought they were invincible. The perception was that HIV happens in big cities and only certain people got it (gays and IV drug users). The fact is 1 in every 250 Americans is infected with HIV. It’s growing at a faster rate in small towns and rural America than anywhere else. And women are testing positive faster than males. This year over 40,000 Americans are expected to become infected with HIV. Public service messages (TV radio and print) were developed to create awareness and educated the public about the risks of becoming infected with HIV. It was very important to make this campaign creatively powerful since The America Responds To AIDS campaign for the U.S. Center for Disease Control depends totally on the donation of free air time. The campaign received over $250 million in free air time, making it the largest and most successful public health campaign in U.S. history. The campaign also started a successful downward trend for HIV infection rates in the US. The work received 2 Clio Finalists and several other local and regional award recognitions.