An ambitious new campaign for the San Francisco AIDS Foundation by Attik aims to inform, educate and entertain while encouraging gay men to test for HIV every six months.

The cross-media marketing campaign Many Shades of Gay is being heavily promoted with online banners, print and out-of-home ads and colourful drink coasters now in wide use within scores of local bars.

Vice president of public affairs for the San Francisco AIDS Foundation James Loduca said to change behaviours among gay and bi-sexual men in San Francisco and make frequent HIV testing the social norm was ambitious.

"From our first meetings with Attik last year, it was clear that they felt very strongly about giving back to our community,” he said. “Their creativity, expertise and professionalism have been limitless and absolutely extraordinary."

Attik creative director Ron Lim said that the research and guidance indicated HIV testing every six months was good for the community and the agency set out to promote the diversity of its members.

"Our website is the cornerstone of the campaign, and it's intended to be both engaging and informative,” he said. “Visitors can create and share their own unique avatar to show off their individuality, learn about HIV testing, find testing centres and set reminders to be tested again every six months."

Attik CEO Ric Peralta said the campaign drew out the best from everyone involved.
"Knowing that we would have the opportunity to build anticipation for San Francisco Pride and encourage what will hopefully be the greatest turnout in history for National HIV Testing Day on June 27, we wanted to do something unique that would reflect and inspire people, and encourage them to get behind the ideas and take more control over HIV," he said.