The White House Office of National AIDS Policy today honored three ad agencies that will create special AIDS-related public service ads, and announced plans to use a fourth shop. Ceremonies this afternoon spotlighted Leo Burnett
Worldwide, Chicago; TBWA/Chiat/Day
, San Francisco; and Ciociola & Co., New York, for targeted campaigns they will prepare. Burnett's will aim at young gay men using a "Why are we killing ourselves?" theme to reiterate the importance of action. TBWA
/ Chiat/Day's will target "gatekeepers" who influence behavior, with a "Let's be positive about HIV" theme line. Ciociola will create a campaign for urban minority youth aimed at encouraging HIV testing, using the theme "What you don't know could kill me." The White House office also said DDB
Worldwide, New York, will create a campaign aimed at women
Copyright November 2000, Crain Communications Inc.