Agency: BMP DDB Needham | Author: Louise Whittet |
HEA AIDS Advertising
The effective use of mass media advertising to meet the challenge of AIDS
INTRODUCTION
In the UK there is a new generation with different sexual behaviour because of the threat of HIV and AIDS.
Partly as a result of this, the UK is now 'a low prevalence country in a high prevalence world', its AIDS prevalence dropping from 93% of the twelve EC countries average rate in 1984, to 54% in 1993.
This case will argue that this is at least partly a result of the government's mass...