Important note: Information in this article was accurate in 2009. The state of the art may have changed since the publication date.
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Washington Blade - June 10, 2009
Amy Cavanaugh
But National CineMedia later reversed its decision and approved the ad for distribution to D.C.-area theaters.
The Clinic ad promotes its Oct. 2 AIDS Walk Washington annual fundraising event. The Clinic submitted the ad to National CineMedia to help distribute it to local theaters, but they were told that they could not use "HIV" in the ad.
The ad says that "One in 20 adults in D.C. has HIV," and the Clinic was told that mentions of sexually transmitted diseases are prohibited, and that they would have to change "HIV" to "socially transmitted disease." "AIDS" could stay, they said, because it's in the event title.
After initially rejecting the ad, Clinic spokesperson Chip Lewis said that National CineMedia "pulled back last night and said that they are going to run it as is."
"We're very happy that the ad will run," Lewis said. "The message that needs to get out will get out to an audience that doesn't often get the HIV message or the AIDS Walk message. We're happy that National CineMedia has approved the ad and hope they'll be a continuing partner in the fight against HIV/AIDS in the city."
Lewis said that the Clinic hasn't advertised on movie screens in the past, but that it was suggested as a possible advertising outlet during a focus group last year.
"The ads are going to start June 26 and will run for four weeks," Lewis said, adding that it will appear on screens at AMC Loews Georgetown, Regal Gallery Place, AMC Mazza Gallerie and Regal Potomac Yards.
Lauren Leff, a publicity contact for National CineMedia, did not immediately respond to Blade calls for comment, but she gave a statement to NBC Washington yesterday that said, "Our local sales representative made an error resulting in some miscommunication with the Whitman-Walker Clinic. The Whitman-Walker Clinic AIDS Walk ad has been accepted to run in movie theaters in the D.C. area."
A later statement to NBC called the error the result of "an overzealous young staffer" who did not check with upper management about the ad.
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