Subject: AMFAR And Liz Launch Prevention Ads
Date: Published: 10/14/92 (41 lines)
Source: Wall Street Journal. Copyright Dow Jones & Co. Inc.

    Marketing & Media -- Advertising:
    Small-Town Newspapers Retaliate
    When Wal-Mart Cuts Advertising
    ----
    By Kevin Helliker

[120 lines irrelevant to AIDS omitted.  -- sysop]
 
    Spots Promote Condoms
    The American Foundation for AIDS Research launched a blunt
 public-service ad campaign about prevention of acquired immune
 deficiency syndrome and criticized the Centers for Disease Control's
 public service spots as "slick" and "meaningless."
    Actress Elizabeth Taylor, who appears on the cover of Vanity Fair
 this month holding a condom, speaks directly to the camera in the
 foundation's spots.
    "Whether you're gay, straight or bisexual, always protect
 yourself," she says.  "Use a condom every time you have sex....
 And if you inject drugs, don't share needles."  The spots are set to
 run on the ABC and Fox networks and on cable stations including CNN,
 TBS, Lifetime, and Arts and Entertainment.  CBS and NBC haven't
 decided yet whether to air them.
    The foundation criticized public-service spots from the Centers
 for Disease Control, created by WPP Group's Ogilvy & Mather.  One
 shows a young man on a basketball court who worries whether his
 friends will contract the HIV virus.  "They don't state what kind of
 behavior puts you at risk," said a spokesman with the American
 Foundation for AIDS Research.  "They don't even let you know how to
 get yourself out of risk."
    A CDC spokesman said other commercials in the CDC campaign talk
 about condom use, including one in 1988 that showed a man putting on
 socks, with the tagline:  "There's a way to save a life as simply as
 putting on socks."

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