ADS AND TV SPOTS
At the time of CANFAR's inception in 1987, HIV/AIDS as a deadly, fast moving crisis and AIDS was without question the "disease of the moment". Since that time the climate has changed significantly with public complacency replacing fear, general apathy replacing crisis excitement, and the relegation of HIV/AIDS to the back-burner of the Canadian psyche. In part, this reflected the plateau in AIDS deaths in the mid 1990s and dramatic decline in the annual HIV/AIDS mortality over the past decade from the success of treatments such as the "AIDS cocktail".
The result has been a much-reduced general awareness and increasing ignorance of HIV/AIDS impact in Canada and abroad. For example the latest Canadian Youth, Sexual Health and HIV/AIDS Study (2002) showing that over 50% of grade nine students in Canada erroneously believe that there is a cure for HIV/AIDS (vs. 25% in 1989).
In response CANFAR has developed a series of ads and TV spots to counterbalance complacency and misinformation, build an understanding of the ongoing need for a research-based solution and develop long-term, engaged Canadians who are connected to CANFAR.
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