amfAR, The Foundation for AIDS Research

Prevention Is the Cure: Ad Campaign Promotes AIDS Awareness

January 30, 2008—Prevention is the focus of amfAR’s latest public service advertising campaign, designed to remind the public that AIDS remains the most devastating epidemic of our time. On a black background, red, gray, and white lettering announces a stark truth: “We’re Forgetting AIDS.” The ads promote the theme “Prevention Is the Cure” by citing statistics showing that large numbers of people still engage in unprotected sex, and by urging people to fight the epidemic by protecting themselves and their partners.
Ad Campaign 
Designed and donated by Kenneth Cole Productions, the ad was launched on November 27, 2007, just before World AIDS Day. It currently appears on subways and buses in New York and London. Outdoor advertising space for the campaign was generously donated by Titan Media. amfAR Chairman of the Board Kenneth Cole appeared on “Larry King Live” and CNBC’s “The Big Idea” to announce the launch of the campaign and to talk about amfAR’s work.

The new prevention message is particularly timely given that HIV continues to spread throughout the U.S. The Centers for Disease Control and Prevention is expected to release new statistics on HIV/AIDS in the U.S. in the coming weeks, and many experts anticipate that the estimated number of new infections—which remained steady for a long time at approximately 40,000 a year—will be significantly higher than in past years.

African Americans and Latinos continue to be disproportionately affected by HIV, and a recent study conducted in New York City showed an increase in the number of new infections among men under 30 who have sex with men. Clearly, there is a need for concerted prevention efforts that not only target at-risk groups but also remind the general public that HIV remains a threat.

Cole has been dedicated to promoting AIDS awareness since the early years of the epidemic, beginning in 1985 when he devoted his company’s entire advertising budget to an AIDS-related public service advertising campaign. Since then, Kenneth Cole Productions has developed many powerful AIDS awareness messages, including numerous campaigns for sources.