Oliver’s twist

Oliver, Russell & Asso ciates knows its new campaign for the Idaho AIDS Foundation isn’t for everyone.

“We can’t have every Mormon family in a minivan driving past these ads,” allowed Rusty Grim, creative director at the Boise agency.

The $10,000 cam paign, targeting young gay men, uses racy posters and penis-shaped refrigerator magnets to call attention to a new oral HIV test that does not require a blood sample.

One poster uses the line “You might be a gay Idaho redneck if.” The magnets reference the oral nature of the test with the slogan: “Get pricked. Or, put it in your mouth.”

The materials are to be distributed only in gay bars. The agency created a more conservative HIV testing campaign for the general public with posters and brochures in English and Spanish.