LA County introduces new HIV/AIDS advertising campaign

The Los Angeles County Department of Public Health, Office of AIDS Programs and Policy (OAPP) announces today the launch of its multi-media advertising campaign aimed at fighting the spread of HIV and AIDS in Los Angeles County. Beginning this week, the bi-lingual Erase Doubt campaign will be seen throughout LA County on bustails, at community events, in bars and nightclubs, and online.

In December 2010, OAPP launched a County-wide casting call in search of the faces of the advertising campaign. Individuals living in LA County looking to support the campaign were invited to submit headshots by visiting www.EraseDoubt.org. A judging committee selected the top models to be featured in the advertising creative and to serve as brand ambassadors helping to drive word of mouth of HIV testing and AIDS awareness.

"I wanted to get involved because I thought it was an amazing program, and I wanted to help other people learn more about HIV and HIV prevention," says model, Kevin Robertson.

In LA County, just over half of all new sexually transmitted HIV infections are spread by people who have it and don't know it. The unique advertising creative speaks to this staggering statistic by placing an image of the HIV virus in the model's eye and asking the question, "Is HIV in You?"

"By encouraging individuals to assess their own risk for HIV, we hope that people not only ask themselves this critical question, but act on it by getting tested for HIV," says Mario J. Perez, Director of the Los Angeles County Office of AIDS Programs and Policy.

"As thousands of Angelenos face economic hardship, it is important that residents know that free HIV testing and treatment are available. "No one should refrain from getting tested or treated for HIV because they think they can't afford it," says Perez.