The current advertisements forming part of the government directed Aids campaign has the potential to halt people in their tracks, and is therefore attracting more than a second look. Hogging the arc lights, these adverts sparked off by the government has used stark analogy that shows naked men and women engaging in risky activities. A catchy caption, in tune with the visual, says "No action without protection". Well, point is certainly driven home...Actions speak louder than words!
The advertisements have used a blend of humor, visuals and powerful words to establish the importance of using protection during sex, which will help in curbing the spread of AIDS. The advertisements have worked on the underlying theme, the importance of using protection in real life situations, and this has been associated with using adequate protection during sex, which will help to cut down the risks of contracting AIDS.
The 2006 campaign, which is funded by the Federal Health Office and the Swiss Aids Federation, with a massive budget of $1.6 million will attract extensive coverage from diverse media - television, cinema and radio adverts, posters and the Love Life website.