Advertisements in America: HIV Prevention Billboards

While July has been specifically designated as HIV awareness month, the AIDS Healthcare Foundation has been running an ongoing campaign for several years.  I’ve especially noticed an increase in billboard exposure around my neighborhood this year.  At first, I was offended by what I saw: ads that struck me as poor or even harmful communication tools. Nothing makes me angrier than ineffective or wasteful nonprofit spending. (I believe too many NPOs are satisfied with good intentions; I'd rather see results.)  However, a google search revealed a wide variety of AHF billboards--some that I quite liked.   

I am not and cannot comment on the effectiveness of AHF’s programs or their organizational integrity.  I can only say that I first became cognizant of AHF through the neighborhood billboards, and my first few impressions were not favorable.

I’ve compiled a sample of AHF ads in order to comment on their merits from a marketing standpoint.  I hope this generates some healthy discussion, disagreement, alternate interpretations, and maybe even a Pulitzer prize.  If nothing else, I hope this article serves as a reminder of the power of words and images, and the unintended messages that can be disseminated.  (God, I miss my days as a media major.)

After the pain of a break up, total betrayal, the destruction of your union, comes this friendly reminder that your ex may have given you herpes along with trust issues.  It’s brutal, but goddammit if it isn’t a practical reminder that, post-cheating, you need to take care of your genitals as well as your heart.  A-

That coy coquette! She has kept her secret for centuries; she’ll keep yours too! A

At last, a gentleman caller of your very own has arrived!  So sweet.  So exciting.  Exchanging test results is the modern day equivalent of wearing each other’s pin.  Awwww!  B+

We've been fighting AIDS for 31 years.  30 million people have died from AIDS-related complications since 1980.  50,000 Americans are infected with HIV each year.  Yep, a flippant "why not?" is just the compelling message we’ve been missing.  F-

I can appreciate a good pun as much as the next guy.  But what, exactly, was I doing with man’s best friend that would make him susceptible to disease?  C

 

This is the second ad to feature a dog.  What are THEY trying to say?!  What stereotype is this? ALL MEN ARE DOGS?! Fine, we are.  A

 

 

I see this billboard being read one of two ways:

1) An STD is like a vampire: it drains the life out of you, but it can only harm you if you invite it in

2) Gay men are predatory vampires that life-suckingly infect each other due to an uncontrollable compulsion

I think a quick glance while driving by is more likely to yield the latter reading.  D

“Do it” and “mom” do not belong in the same sentence.  EVER.  F

A striking visual image, clear website name, and nice indication that one can show PRIDE by protecting oneself and one’s community.  Also, Life Savers taste pretty good.  B+

So AHF paid X-amount of dollars to take out an ad that states a problem, but lists no solutions? All in grandma’s needlepoint?  Wait, does Grandma have HIV?  Huh?  C-

Yes, the ad is a wet blanket.  It’s your know-it-all little brother reminding you that God is always watching.  But it humorously hammers home the idea that no sexual situation is void of potential consequences.  Even out-of-character, Vegas-y ones.  A+

 

This article was written by Dan Johnson, a freelance writer living in Los Angeles, who recently helped cover the Hollywood Fringe Festival for Cinesnatch. He can be contacted at daniel.johnson14 / at / HOTMAIL / dot / com