Sex-positive campaign uses raw, real language to raise awareness
It’s a message about PrEP that people in West Hollywood are literally walking all over.
And that’s the idea.
The sex-positive campaign ‘F*ck w/out Fear’ has just been expanded to include chalk art on the sidewalks along Santa Monica Boulevard in the historic Boys Town section of the city.
The Los Angeles LGBT Center is using the raw and real language in its bold campaign which kicked off with a billboard in the heart of West Hollywood unveiled in January.
‘The city’s support, particularly by featuring campaign artwork on sidewalks, helps us reach many more people than we could ever afford to reach through other forms of advertising and is certain to prevent countless residents and visitors from a lifetime of infection with HIV,’ says Jim Key, the Center’s chief marketing officer.
The aim of the campaign is to raise awareness for pre-exposure prophylaxis (PrEP) as a safe and effective tool to prevent HIV infection.
Since its launch, the Center has doubled the number of people it’s helping to get on PrEP each week.
PrEP involves taking a medicine once-daily that, if used correctly, has been shown to reduce the risk of HIV infection by up to 99%.
As part of the campaign’s ramp-up this week, West Hollywood City Hall lights have gone blue (the color of the PrEP pill) to promote awareness.
‘One pill a day PrEP and regular condom use are powerful tools to protect people from HIV, but too few people who are at greatest risk of infection know about PrEP,’ says West Hollywood City Councilman John D’Amico.
‘By featuring targeted campaign artwork on city sidewalks in front of popular bars, we’re reaching tens of thousands of people who live, work, and play in West Hollywood, and we’re able to do it at no cost to the Center or to taxpayers.’
Also this week, the city’s free trolley service along Santa Monica Boulevard is distributing free campaign-branded condoms that encourage people to visit PrEPhere.org to schedule a free PrEP consultation.