The San Francisco Department of Public Health's HIV Prevention Program Thursday launched a new, confrontational media campaign aimed at educating the city's gay population about an alarming increase in HIV infections associated with crystal meth use.

Crystal meth, embraced by users for its euphoric sense of invincibility, long duration of effects and low cost, has spread through the gay community in recent years.

Health officials blame the drug for an increase in risky sex that has led to an increase in HIV infection rates in San Francisco.

The campaign points out that gay men who use crystal are 400% more likely to become infected with HIV than the overall gay community.

The campaign is comprised of targeted outdoor advertising and guerilla marketing techniques focused on the Castro and South of Market districts of the City.

Headlined "Crystal Mess," the campaign features images of diverse users tweaking, crashing, and engaging in high-risk behavior to illustrate the negative consequences of using the drug. The campaign adopts a frank, abrupt tone and speaks in the language of its target underground with headlines such as, "Crystal plays more tricks than you can," "Hot? Not," and "You're in for a bumpy ride." Crystal users commonly refer to a single dose of the drug as a "bump."

City officials hope the startling images and in-your-face headlines will promote discussions about the use of crystal meth among San Francisco's gay community, and shed light on the damaging effects the drug has on users.

The department of public health said the campaign was strategically launched to coincide with San Francisco's annual Castro Street Halloween celebration. Beginning October 11, the campaign will run through November 21.

back | to top | full article >>