New Awareness Campaign Focuses on Women and Their Sexual Health
November 2003—In the United States, about one million people are now living with HIV/AIDS—one person in 250. Increasingly, the face of that person is a woman’s. Women now account for half of the people living with HIV worldwide and represent one of the fastest growing populations affected by the disease. In the United States alone, women account for 30 percent of new HIV infections.
Kenneth Cole, amfAR's vice chairman of the board, Dr. Mathilde Krim, founding chairman and chairman of the board, and Jerome Radwin, amfAR's CEO, unveil the new PSA campaign.
These shocking statistics were the stimulus for amfAR’s new public service announcement (PSA) campaign, donated to the foundation by amfAR’s Vice Chairman of the Board and long-time supporter Kenneth Cole and designed pro bono by Kenneth Cole Productions. The campaign was launched on November 17, 2003, at a reception at Pfaltzgraff Co. in New York City. Kenneth Cole presented the PSAs with help from Dr. Mathilde Krim, amfAR Founding Chairman and Chairman of the Board, and amfAR CEO Jerome Radwin. Afterwards, the PSAs were unveiled in the windows of 225 Fifth Avenue, the New York Gift Building, marking the first time an AIDS organization has dominated the windows of a building on Fifth Avenue.
In December 2003, the campaign will be launched nationally and will appear on buses and in rail and subway stations across the country. Viacom has once again generously donated outdoor advertising space in 14 major national markets, including Boston, Los Angeles, Minneapolis, New York City, Philadelphia, San Francisco, Seattle, and Washington, D.C. Time magazine donated space in its November 24 issue to help launch the campaign and the PSAs will appear in national and regional magazines that donate space to amfAR.
Kenneth Cole unveils campaign in Pfaltzgraff's window.
The arresting ads, in red and white type on a black background, warn us that “1 in 250 Americans is HIV positive. 1 in 500 knows it,” and ask women to make their sexual health a higher priority: “92% of women carry lip protection. 10% carry HIV protection.”
The goal of the amfAR campaign is to raise women’s awareness of their sexual health and HIV status and to encourage people to get tested for HIV.
Kenneth Cole was the very first to promote AIDS awareness through corporate advertising. In 1985, long before AIDS became a popular cause, he allocated his company’s entire advertising budget to a campaign that featured an Annie Leibowitz photo of eight well-known models posing barefoot with a group of children. The message: “For the future of our children…support the American Foundation for AIDS Research.”
Since then, Kenneth Cole Productions has continued to devote a portion of its advertising budget to AIDS awareness campaigns. Cole has designed a series of campaigns for amfAR, coining such memorable headlines as:
- 1 million being treated for HIV/AIDS. Only 41 million to go. (2003)
- AIDS. This may be the most dangerous time yet. (2001)
- A cure for AIDS is impossible. Without research. (2001)
- Think negative. Act positive. (1999)
- Latest AIDS statistics: 40,000,000 infected. 00,000,000 cured. (1997)
- If the President had AIDS, he’d need more than just your vote. (1996)