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McCann-Erickson decided to avoid the overused “AIDS is bad” approach in a new pro bono campaign for AIDS Partnership Michigan, said Jeanne Ruzzin, associate creative director at the Troy, Mich., agency.
Instead, the two print ads and four radio spots use edgy humor in the hope of catching people’s attention.
One print ad (shown here) employs a graphic twist to suggest, “If you can’t get up the courage to take an HIV test, we hope there’s something else you can’t get up.”
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