Ed Morris creates AIDS awareness film for Lowe

LONDON - Ed Morris, the former Lowe executive creative director, has returned to the agency in a freelance capacity to create a film to raise awareness of AIDS in support of MTV's Staying Alive campaign.

The film, which premieres on World AIDS Day (December 1) on MTV and affiliate channels around the world, sees a number of young men bragging to camera about their sexual conquests.

Each man has a tendency to describe his reproductive organ using language synonymous with weapons and violence, mimicking the actions of a gun while he speaks.

The work targets sexually active men aged between 15 and 30 in an effort to communicate that unprotected sex can in itself be a weapon.

The campaign also hopes to reverse the stigma that AIDS is only a danger in homosexual relationships.

The campaign also includes documentaries, public service announcements, youth forums and web content produced for young audiences worldwide and available to third party broadcasters rights-free.  It can be viewed at www.staying-alive.org.