Grim Reaper left for dead
The ALSO Foundation and award-winning producer Walter Collins have teamed up for a new HIV/AIDS television advertising campaign.
In an attempt to move away from negative fear-driven campaigns made famous by the Grim Reaper commercials of the 1980s, the campaign will reflect that the disease is no longer a 鈥榙eath sentence鈥� but that rising infection rates continue to concern authorities.
Funded by the Victorian Department of Health for the Take Care Out There sexual health project, the new commercial features everyday Aussies including a tradie and his ute, a father and his daughter and a group of friends having coffee. It鈥檚 only at the conclusion of the commercal that you learn the tradie has a boyfriend, the woman is transgender and that the young lady was a lesbian.
Joined by a straight couple, the concept is to break down the stereotypes of the GLBTQ community.
ALSO CEO Crusader Hillis said the advertising campaign is groundbreaking in its depiction of safe sex being an ethical consideration for all members of our community.
鈥淚t creates a positive message for GLBTIQ people and speaks directly to a mainstream audience highlighting our similarities rather than our differences,鈥� he said.
鈥淭his is quite a revolutionary step forward for a TV commercial to hit Australia with such messages; it鈥檚 time and its long overdue.鈥�
Collins said that the aim was to create something that doesn鈥檛 resemble jumping up and down, waving rainbow flags at middle Australia.
鈥淚t clearly explains that safe sex is something everybody needs to practice,鈥� he said.
鈥淚t鈥檚 also the most amazing opportunity to reinforce that the GLBTQ community is an amazing and important part of our society and rather than being misunderstood, should be accepted and celebrated.鈥�
The commercial will go to air nationally on July 2 and on Foxtel and locally in Victoria across free to air television around the same time.
How refreshing to see a positive story about {also} in support of the {also} brand.
A fantastic piece of work demonstrating the positive, intelligent and inspiring work our community, and in this case {also} in particular, is capable of when properly resourced and supported.
Compare and contrast with the disingenuous campaign of fear, misinformation and distortion being waged by the small number of people trying to engineer {also}’s demise.