New ad campaign targets black women

The campaign, announced at a press conference Wednesday morning, is one of two new community awareness efforts targeting people of color.  The other focuses on young men of color who have sex with men.

Both campaigns are sponsored by Gay Men's Health Crisis (GMHC) and were created by Better World Advertising. 
 
"These provocative new campaigns address rising HIV infection rates in two of the groups most directly impacted by focusing on the strength and resiliency of people of color within their communities," said Dr. Marjorie J. Hill, chief executive officer of GMHC. 

Hill said the campaigns "speak to individuals and communities in a language of love, respect, acceptance and sexual health--highlighting what is possible in intimate relationships instead of focusing on problems with negotiating safer sex and getting tested for HIV."
 
Although the total number of new HIV diagnoses in New York City decreased by 5 percent between 2005 and 2006, the number actually increased for black and Hispanic females aged 13 to 29 and black and Hispanic men who have sex with men aged 13-29, according to GMHC.
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The new "HIV: We're Not Taking it Lying Down" campaign is designed to empower black women, the group says. "Promoting safer sex that is consensual and in one's control subscribes to the idea that women don't have to 'take it lying down,'" the organization said in a news release.  
 
The second campaign is called "I Love My Boo" and is designed to reach young men of color "by recognizing their relationships without shame," according to the release.