Provocative Ad Campaign Talks Tough To Gay Men About Drug Use & HIV.
September 21, 2004
The San Francisco Department of Public Health’s HIV Prevention Program today launched a new, confrontational media campaign aimed at educating the city’s gay population about the alarming increase in HIV infections associated with crystal meth (methamphetamine) use.
Crystal meth, embraced by users for its euphoric sense of invincibility, long duration of effects and low cost, has spread through the gay community in recent years. The high-risk sexual behavior that frequently occurs with crystal meth use is blamed for an increase in HIV infection rates in San Francisco. The campaign points out that gay men who use crystal are 400% more likely to become infected with HIV than the overall gay community.
The campaign, created by Templin Brink Design and photographed by local talent Sven Wiederholt of San Francisco, is comprised of targeted outdoor advertising and guerilla marketing techniques focused on the Castro and South of Market districts of the City. Headlined “Crystal Mess,” the campaign
features images of diverse users tweaking, crashing, and engaging in high-risk behavior to illustrate the negative consequences of using the drug. The campaign adopts a frank, abrupt tone and speaks in the language of its target
underground with headlines such as, “Crystal plays more tricks than you can,” “Hot? Not,” and “You’re in for a bumpy ride.” Crystal users commonly refer to a single dose of the drug as a “bump.”
City officials hope the startling images and in-your-face headlines will promote discussions about this often unspoken, but serious problem among San Francisco’s gay community, and shed light on the damaging effects the drug has on users. The campaign includes direct links to substance abuse information and services offered by the City of San Francisco and partner community agencies.
The campaign was strategically launched to coincide with San Francisco’s annual Castro Street Halloween celebration. Beginning October 11, the campaign will run through November 21.
