08.28.09

Bristol-Myers Squibb "One Life" awareness campaign

Posters, Public Service

HIV can no longer be thought of as a virus that affects only homosexual men and intravenous drug users. Statistics show that the percentage of HIV-positive heterosexuals is increasing every year, particularly among women, who account for 27 percent of all newly diagnosed cases. Furthermore, experts agree that, even in 2009, high-risk behavior is as common among heterosexuals as among gays, particularly among young people 18–30. Traditional prevention messages are no longer enough. STD and HIV infection rates in this age group are on the rise in Canada. Montréal, Québec agency Bleublancrouge teamed with Bristol-Myers Squibb Canada to launch Phase II of the One Life awareness campaign and call to action designed to encourage everyone—gay and straight, male and female—to get tested for HIV.

The concern among support groups and specialists who treat HIV/AIDS is unanimous: There is a false sense of security among young adults, due to the availability of triple combination therapy and the erroneous belief that AIDS can be cured. Such widespread misconception underscores the urgency of this campaign. One Life reminds people that absolutely anyone can become infected with HIV/AIDS, regardless of age, gender, sexual orientation or socioeconomic status. The campaign kick-off (consisting of posters, print ads and Web banners) coincided with Gay Pride festivities in Toronto, Vancouver and Montreal in June, July and August.

Sébastien Deland, art director; Guillaume Blanchet, writer; Dominique Trudeau, creative director; Alain Desjean, photographer.

www.bleublancrouge.cawww.areyouatrisk.ca