Australia: Government agencies spend $10 million a year on AIDS ads; condom marketers spend $1.5 million on TV commercials and more on point of purchase. The theme line, via BAM/SSB, Sydney: "HIV is a virus. It doesn't discriminate. People do."
Brazil: Ads have mentioned condoms as a means of prevention only since December. Four national networks air the current campaign, created by the pro bono Social Pioneers Foundation.
France: Condom use and awareness of the danger of AIDS is promoted by outdoor boards, via BDDP, Paris.
Thailand: Thailand's 1993 AIDS awareness, education and prevention budget was $60 million. Saatchi & Saatchi, Bangkok, produced TV public service announcements in September 1992, and Ogilvy & Mather last year produced two TV spots. None of the AIDS ads is sexually explicit, though most feature condoms.
U.K.: A current newspaper campaign from BMP DDB Needham, London, shows four pictures of a young couple-from their first meeting to groping each other in a taxi to tearing off their clothes at home-with the question below each frame, "How far will you go before you mention condoms?"M