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Uniting Against AIDS
As creative director of a Portland marketing communications firm in the late 1980s, George Taylor led development of two AIDS information and prevention campaigns for Oregon Health Division.
The campaigns were among the first of their type in the United States and served as models for the efforts of other states. Showcased at international AIDS conferences in North America and Europe, they helped the Oregon Health Division earn a worldwide reputation as leaders in the field of AIDS education. Many of the individual pieces were syndicated to health departments and social service agencies across the country.
While the campaigns ran, they gave AIDS top-of-mind awareness and doubled calls to the state AIDS hot-line. The campaigns were the subject of newspaper editorials and were recognized by local and national advertising organizations and in international showcases of creative work. Advertising Age magazine cited the “Revolver” TV commercial as one of the three best PSAs produced that year.
Campaign #1 in 1987 was a breakthrough effort on a very controversial subject; the first objective was to be sure the advertising would get used. Taylor’s creative team worked closely with the Oregon Health Division, social service agencies, media providers, and government officials to ensure work that delivered an impact, yet was acceptable to critical publics (in other words, to create stuff that the newspapers and TV stations would actually run). The campaign included television and radio PSAs, posters, and print ads, all of which achieved statewide use.
Campaign #2 in 1989 was targeted to Oregonians in four at-risk categories, with support from community-based organizations throughout the state. Cooperation of all partners was as critical to the success of the campaign as was effective targeting to those at risk. The creative staff played key roles in 14 focus group sessions across Oregon, involving representatives from all target groups and community-based organizations. The result was a grass roots advertising campaign under the theme “People United Against AIDS.” Materials included TV PSAs, a radio campaign, and a series of 12 highly targeted posters/print ads.
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