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.
United Kingdom
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.
