Begin A Dialog (1997)

Innovative "Begin a Dialog" ad campaign to promote gay and bisexual men's counseling service

Internationally known ad agency J. Walter Thompson/SF donates $100,000 of work to create campaign for S.F. AIDS Foundation

San Francisco, CA, April 3, 1997 -- A striking and poignant new public information campaign launches today to promote the free services of the Compass Project, a counseling program targeting HIV-negative gay and bisexual men. The "Begin a Dialog" campaign was developed by the internationally known advertising agency J. Walter Thompson/SF on a completely pro bono basis -- valued at $100,000 in staff time and expenses -- for the San Francisco AIDS Foundation. The campaign's innovative emphasis on emotions such as isolation and grief, instead of simple safe sex messages, distinguishes it from other HIV prevention work nationwide.

Recent research commissioned by the San Francisco AIDS Foundation uncovered complex psychological, social and cultural barriers blocking many gay and bisexual men's intentions to protect themselves from HIV. "Because the vast majority of gay men in San Francisco are very knowledgeable about condom use and HIV prevention, strategies are needed to address gay men's protected sex issues within the context of their entire life; a critical first step toward addressing some of these issues is through confidential and safe one-on-one counseling," says Derek Gordon, the AIDS Foundation's Director of Communications.

The Compass Project, a program of the AIDS Foundation, is staffed by sensitive, trained counselors who help men deal with a variety of issues which may lead to situations where unprotected sex becomes possible. The multi-phased public information campaign will run through San Francisco's Gay Pride parade in June. Three outdoor and three print advertising versions address a variety of complex issues faced by many gay men in their everyday lives and lead to one simple message: "Begin a Dialog."