20th Anniversary Marketing Campaign
FOR IMMEDIATE RELEASE
Toronto Has AIDS
Toronto, June 9, 2003 – Publicis Canada has launched a new campaign for the AIDS Committee of Toronto (ACT) to remind us that AIDS is still very much a threat.
The new campaign supports the 20th Anniversary of ACT and aims to bring the threat of HIV/AIDS back to top of mind.
Using print and outdoor executions, the campaign features magazines from the early eighties with cover stories reflecting the shock and fear that AIDS was causing at the time. The date on each issue is crossed out and “2003” is scribbled in with the line below reading, “AIDS IS AS MUCH OF A THREAT AS IT EVER WAS”.
“When something is no longer in the media we tend to let our guard down and place less relevance on the topic,” says Duncan Bruce, Executive Vice President and Creative Director at Publicis Canada.” Just because the threat of HIV/AIDS is no longer breaking news, doesn’t mean that it is any less of an issue”.
Creative Director Pat Pirisi adds that, “We felt the best way to re-ignite awareness around HIV/AIDS was to feature some of the magazine covers that assaulted our consciousness when the story first broke. We were certain their stopping power would once again raise questions around the disease and its continued presence”.
ACT’s Executive Director Lori Lucier explains that, “ACT delivers crucial support, prevention, and educational services to people living with and at risk of HIV/AIDS, and until AIDS is no longer a threat our work must continue”.
It is estimated that over 13,500 Torontonians are living with HIV/AIDS and 900 are infected with HIV each year.
Using a variety of donated and discounted media space the ads will reach a broad Toronto audience and encourage them to get involved with ACT and its initiatives.
The campaign launches across Toronto June 16th.
About ACT:
The AIDS Committee of Toronto (ACT) is a community-based, charitable organization that provides support, HIV prevention and education services for people living with and at risk for HIV/AIDS. www.actoronto.org
About Publicis:
Publicis is the fourth largest communications group in Canada, employing over 425 people. Publicis Canada is part of the Publicis worldwide network, the fifth largest international group.
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For more information, please contact:
| Alaina Soucie AIDS Committee of Toronto (ACT) (416) 340-8484 ext. 261 | Jennifer Jenkinson Publicis Canada (416) 925-7733 ext. 5379 |