News Release

U.S. Department of Health and Human Services and Ad Council Launch National HIV Detection Campaign

Campaign Urges Young African-American Men to "Know Your Status"

NEW YORK, October 19, 2004 -- The Advertising Council and the U.S. Department of Health and Human Services (HHS), today announced the launch of a national public service advertising (PSA) campaign designed to communicate to young African-American men the importance of getting tested for HIV.

Today, more than 380,000 Americans are currently living with AIDS. According to HHS, one-half of those newly infected with HIV in the United States today are under the age of 25.

While the disease affects all Americans, HIV/AIDS has had a profound impact upon the African-American community. Experts estimate that one in 50 African-American men are currently infected with HIV and 67 percent of new AIDS cases among teens today are among African American teens. In addition, the disease ranks as one of the top three leading causes of death for African-Americans ages 25-54.

The new, national PSA campaign targets African-American men between the ages of 13 and 28 and communicates that knowing their HIV status is the first step in fighting the spread of HIV/AIDS. Created pro bono by ad agency VogtGoldstein (VG), the television spots encourage viewers to call 1-800-342-AIDS, a confidential, toll-free number where they can find out more information about HIV testing, prevention techniques and treatment options.

"President Bush has aggressively supported increased access to prevention and treatment programs in minority communities and worked to raise awareness of HIV/AIDS in this country and abroad," HHS Secretary Tommy G. Thompson said. "It is my hope that these public service announcements will be another tool in this fight and serve as a springboard for action by stressing the need for increased awareness and testing. Getting tested for HIV shows your loved ones that you care about them and it's an important personal contribution to the fight against this devastating disease."

"Despite the progress we have made in the last two decades, the impact of HIV/AIDS on our youth today is devastating, particularly among the African-American community," according to Peggy Conlon, President & CEO of The Advertising Council. "We are proud to join our longtime partner, HHS, to communicate this critical message. I believe these compelling new spots will urge many young Americans to get tested for HIV and, ultimately, help stop the spread of the disease."

The two new television PSAs urge viewers to learn their HIV status and communicate the importance of getting tested. One PSA features two football players walking towards each other as they meet at a 50-yard line. As the players watch intently, a referee tosses a coin in the air. The coin ultimately reaches the ground where it spins on its edge, resting on neither heads nor tails. Viewers then see the words, "The worst part is not knowing." Secretary Thompson provides the voiceover, which states, "Get the Test. Know your Status." In another PSA, viewers see a close-up of the faces of football players as they prepare for a game by applying eyeblack. When the last player in the sequence adds a vertical stroke to the expected horizontal line beneath his eye forming a positive sign on his cheek, the viewer begins to understand the significance of the spot. A voiceover says, "If only it were this obvious." To view the new PSAs, please visit www.adcouncil.org/campaigns/hiv_detection/

Rob Slosberg, VG Partner and Creative Director, added, "The young men out there think they're invincible. We wanted to show them that some of the strongest role models around - football players -- were not above getting tested for HIV. Hopefully this will connect with them and more young men will get the test and know their status."

Per the Ad Council model, the PSAs are being distributed to 1,600 television stations nationwide this week and will air in advertising time that is donated by the media.

The Ad Council has been partnering with HHS to develop PSA campaigns that address critical health issues since the 1950s. Their successful campaigns have included public service messages about the polio epidemic, drug abuse and, more recently, obesity prevention.

VG is an advertising agency based in Westport, Conn. Growing steadily for 10 years, the agency provides their clients with work that has "Power and Elegance." From print and broadcast advertising to direct mail, from collateral and Web, to identity design and packaging, VG emphasizes strategic planning and high-impact creative. VG's client base is a diverse mix of consumer and b2b, with clients such as Oxford Health Plans, Wellesley College and BMW.

HHS is the United States government's principal agency for protecting the health of all Americans and providing essential human services, especially for those who are least able to help themselves. The department includes more than 300 programs, covering a wide spectrum of activities, including medical and social science research, preventing outbreak of infectious disease, including immunization services, assuring food and drug safety, welfare, and Medicare and Medicaid.

The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action, and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org

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Note: All HHS press releases, fact sheets and other press materials are available at http://www.hhs.gov/news.

Last Revised: October 19, 2004