AIDS Foundation of Chicago Launches
New Ad Campaign "AIDS: A Tragic Trend"
Ads Placed Throughout City Beginning Jan. 20

CHICAGO (January 20, 2004) - The AIDS Foundation of Chicago (AFC) launched today a cutting-edge public awareness campaign to focus attention on the growing AIDS epidemic and inspire individual and community actions against it. The advertising firm Chicago Creative Partnership generously provided its services to develop the ad campaign called "AIDS: A Tragic Trend."

"Too many people mistakenly and tragically believe that AIDS is under control and not their problem," said Mark Ishaug, AIDS Foundation of Chicago executive director. "The campaign is an effort to break that myth and encourage everyone to respond to the AIDS epidemic in our community."

The ads feature models donning trendy shoes, garments, and accessories with the word "AIDS" on the label to remind viewers that the AIDS crisis, like fashion, is still a current issue. The tagline-"When will it go out of style?"- is both an urgent plea and challenge to encourage viewers to join the fight against the epidemic. According to the ads, AIDS is a "tragic trend" and individuals should find out their HIV status, protect themselves, volunteer or donate.

"Because of the growing complacency about the epidemic, we felt that the best way to renew attention to AIDS was with a bold statement," said Shawna Delaney Ross, account planner at Chicago Creative Partnership and an AFC board member. "The fashion motif lures in viewers and then provides a serious, unanticipated message that we hope will catch them off guard and get them thinking."

New York-based fashion photographer Nicola Majocchi, whose clients include Versace, Nike, Perry Ellis, and Cosmopolitan, generously donated the photography. The models featured on the ads also graciously donated their services to help create the ads.

Leaders within Chicago's HIV community praised the campaign and echoed the need for expanded public education. "There is an urgent need for us to put AIDS back on everyone's radar screen before this crisis gets any worse," said Charles Clifton, executive director of Test Positive Aware Network. "We need people to wake up and take notice: AIDS is not going away, despite our best efforts."

Betty Smith, executive director of the South Side Help Center, also voiced her praise, "African-American women are among the fastest growing populations with HIV. We need campaigns like this and much more to re-focus attention on the growing epidemic in our community."

The ads are strategically placed throughout the city to reach the communities most at risk for contracting the disease. They will debut this week in bus shelters, select bus lines, entertainment establishments including bars, and community newspapers across the city.

"Thanks to the generosity of Chicago Creative, Majocchi, the Caps Group and Bell-Litho, we are able to use the power of advertising to make a difference in the fight against HIV/AIDS," said Ishaug.

The CAPS Group donated media production services and Bell-Litho donated printing.

Chicago Creative Partnership is a mid-size, full service agency. Founded in 1990, the independent, privately held agency represents clients throughout the Midwest, including Bob Evans Restaurants and Foods, Blue Cross Blue Shield, Central DuPage Health and the Chicago Cubs. For more information on Chicago Creative, please visit www.chicagocp.com.

Founded in 1985 to provide central leadership in the fight against the epidemic, the AIDS Foundation of Chicago (AFC) promotes sound HIV/AIDS public policy, funds HIV/AIDS care and prevention projects, and through its Service Providers Council, helps to coordinate the delivery of essential HIV/AIDS services.

AIDS: A Tragic Trend