"AIDS Campaign Goes to the Personals"

Important note: Information in this article was accurate in 1990. The state of the art may have changed since the publication date.

"AIDS Campaign Goes to the Personals"

United Press International (05/21/90)

Abstract: Hartford, Conn.--The Urban League of Greater Hartford will publish AIDS prevention messages in the personals sections of weekly papers and a gay magazine in an effort to "reach the people when they're thinking about relationships and thinking about sex," said Esther Bush, league president. League officials said advertisers call this type of campaign "point of purchase," because the "product" is marketed where it is sold. The newspaper and magazine personals are a "point of purchase" for sex, Bush said. She said the Urban League hopes to "encourage people to call for AIDS information" or "plant a reminder to be cautious." Through mid-May, the league will run four different ads in two newspapers serving Hartford's black community and one gay magazine. The ads will be continued if they are successful.

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