disclosure over abstinence or fear

Cool new campaign for the San Francisco department of health about the danger of HIV. Unlike previous campaigns that depress and scare, this one takes a different, slightly controversial tactic: disclosure.

The campaign's goal is to get guys to discuss their HIV Positive or Negative status before doing it with another guy. Seems like common sense, and is supposedly already happening in the gay community.

But it's apparently the first time that a government agency has allowed a message of disclosure to be used as prevention. Smart thinking, and wonderful design communicates the point.

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