Explicit A.I.D.S. Campaign (Press, 22 October 1988)

On 22 October 1988, the New Zealand Health Department launched a new A.I.D.S. prevention campaign that employed frank and explicit messaging aimed at conveying essential health information. The campaign, set to run for three weeks, utilises various media including newspapers, radio, and television to reach a wide audience. Patricia Poynter, a health education officer in Wellington, stated that the department felt it necessary to risk offending some individuals to deliver a clear and impactful message about A.I.D.S. awareness and prevention. The campaign marked a significant shift from prior efforts which had faced criticism for being too vague or ambiguous. Two years earlier, a controversial advertisement featuring a person jumping from an aeroplane without a parachute had been particularly unpopular, as it obscured the intended message of using condoms. In contrast, the 1988 campaign is described as the most hard-hitting to date, directly promoting the use of condoms as a preventive measure against A.I.D.S. The advertisements included five television spots, three newspaper ads, and three radio messages, all stressing the importance of condom usage. One notable television advertisement features a couple discussing the need for a condom just before having intercourse, concluding with the impactful line that “no-one ever died of embarrassment.” Another advertisement depicts a teenage girl explaining to her friend the mixed feelings her mother had upon discovering a condom in her bag, reinforcing that while it might be awkward, taking precautions against A.I.D.S. is important. A radio ad presents a man recounting how his friends brag about their sexual conquests until one friend becomes a cautionary tale after contracting A.I.D.S., highlighting the stark realities of the disease. Additional promotional materials, aimed at sports clubs, bars, and universities, include a sticker with the slogan “If you don’t wear this, Joe, you’re a Dick,” intended to provoke thought and discussion among young adults. Both Dr Karen Poutasi, the department’s chief health officer, and Dr Ivan Patel, the principal medical officer for communicable disease programmes, acknowledged that while the campaign might be offensive to some, delivering a blunt message about A.I.D.S. transmission and protection is crucial. Dr Patel indicated that New Zealand's A.I.D.S. incidence rate was on par with that of Britain and some Australian regions, with 93 reported cases of A.I.D.S. and 382 individuals testing positive for the H.I.V. antibody. He stressed that these figures represent only the beginning of a broader problem, alluding to the potential for many more unreported cases.

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