Safer-Sex Cause Is Reason for 'Pause' | Adweek
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Safer-Sex Cause Is Reason for 'Pause'

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ATLANTA Images USA said it recently launched an informational campaign called "Pause," an acronym for Promoting Awareness of HIV Using Safer-Sex Education.

The shop said it has partnered with Atlanta organizations like the Centers for Disease Control and Prevention (CDC), The Rainbow Center, AIDS Coalition of Northeast Georgia and the Georgia Department of Community Health to develop a statewide safe-sex initiative. The campaign includes print, outdoor, radio and experiential elements, the agency said.

Bob McNeil, founder and chief executive officer at Images in Atlanta, said the effort's major objectives are promoting HIV prevention, education, counseling and testing. The shop previously worked with the CDC and Roche Laboratories on similar initiatives and hopes to broaden the reach via "Pause," McNeil added.

According to research conducted by the CDC, African American males represent 58 percent of AIDS cases in the state of Georgia. They also are nine times more likely to contract HIV than white males, according to the CDC. The "Pause" campaign is especially significant to the challenge faced in the African American community, McNeil said.

"We are fortunate to have a team of experienced professionals to develop a solid campaign that is sure to reach this important community in a powerful way to ultimately change behaviors and save lives," he added.

The print ad includes a black-and-white photo of six African American men, with a superimposed message: "Brother, however you get down, whatever you claim to be, I won't discriminate, you're all the same to me. Sincerely, HIV." A toll-free number for more information about the initiative accompanies the "Pause" logo.

Douglas Gotel, one of the men featured on the poster, said, "Hopefully it will get people talking, and more importantly, be a catalyst for change."

The campaign is currently running throughout Georgia, the shop said. Spending was not disclosed.