A new marketing campaign recently begun in Los Angeles is trying to spread the message of STD awareness using new and novel tactics. The methods include graffiti, street chalking, murals, and strangely enough, drink coasters.
The campaign was initiated over a year ago and at first it relied heavily on traditional media advertising to get the message out. Unfortunately the results were unimpressive, and the marketing methods had to be re-evaluated. The result was a new, fresher strategy, with a different target.
By advertising in new and novel ways, on the streets, on building walls, and on drink coasters in bars, the campaign is reaching an audience that is not necessarily inclined to sit home and watch television. In a way this is brilliant, since the people having the most sexual encounters are generally those who are out mingling with other humans.
The county is spending 1.3 million on the campaign, which has been praised by AIDS activists such as Craig E. Thomas, the executive director of AIDS Project Los Angeles, and Michael Weinstein, the president of the AIDS Healthcare Foundation.
The ads are being targeted at groups which statistically have the highest risk of contracting an STD. This includes younger people, as well as minorities, and the Spanish speaking.
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