HOT BUTTONS: Got Your Attention?

Think of it as a reality check. The image on billboards going up in Los Angeles is striking enough to cause a few collisions, and the headline is equally unsettling. The intent is to encourage the estimated 30,000 people in L.A. County who are HIV positive but don’t know it to get tested. ‘We made a decision not to scare people, lecture people, or tell them not to have sex,’ says Michael Weinstein, president of AIDS Healthcare Foundation. Still, the campaign (including billboards, print ads, bus cards and radio) aims to make sure testing and treatment do not slip into the background. Local shop Forsythe Marcelli Johnson donated strategic creative; Patrick Media the billboards.
Copyright Adweek L.P. (1993)