New Ad Campaign Urges Chicagoans to "Change the Story" of HIV/AIDS as 30th Anniversary of Epidemic Approaches
CHICAGO — As the 30thanniversary of the HIV/AIDS epidemic approaches, the AIDS Foundation of Chicago (AFC) has launched a new public awareness campaign to refocus attention on a disease that has largely fallen from the headlines and inspire individual and community actions against it. The Chicago-based design agency Substance (isubstance.com ) developed the ad campaign called "Change the Story."
"Too many people mistakenly believe that HIV has gone away, that it no longer touches close to home," said AFC president/CEO David Ernesto Munar. "But the truth is that every 9 ½ minutes someone in America is infected with HIV. That's a story we have to change."
The ads evoke the look and feel of a daily newspaper, mimicking the format of the sports, arts and business sections. But instead of baseball scores, theatre reviews or market reports, the headlines feature provocative news about HIV/AIDS in Chicago followed by a call to action: "Become a force for change."
The sports ad, for example, features a photo of a baseball player striking out. The headline blares: "Chicago 1, HIV 22,000," referring to the number of Chicagoans living with the disease. The faux article reads: "HIV/AIDS has not gone away. AIDS Foundation of Chicago works with individuals and organizations to develop and improve services, fund and coordinate advocacy projects, and champion effective, compassionate HIV/AIDS policy. Help Chicago change the score."
Each ad encourages viewers to take action by calling AFC at 312-922-2322 or texting AIDS to 30364. The text option links to a website that highlights three ways to fight AIDS: Donate. Advocate. Educate.
To view all three versions of the ads, visit:aidschicago.org/changethestory
The ads hit Chicago on January 25, appearing at 21 high-traffic bus stops across the city. The ads are concentrated near Wrigley Field, U.S. Cellular Field, the Chicago Theatre District, and the Financial District to reflect the sports, arts and business themes. This first round of ads is scheduled to remain posted through March 22. Additional ads will appear in the lead up to June 5 — the 30th year of the AIDS epidemic.
On June 5, 1981, the Centers for Disease Control & Prevention published the first official document on the disease that later became known as AIDS. This report is often referred to as the "beginning" of AIDS; Change the Story urges the next headline to read: "The end of AIDS."
Founded in 1985 by community activists and physicians, the AIDS Foundation of Chicago is a catalyst for local, national, and international action against HIV/AIDS.
aidschicago.org
