- DO YOU WANT HI(V/M)?
- Background MSM represent approximately 2% of the US population, yet are the population most severely affected by HIV. In 2009, MSM accounted for 61% of all new HIV infections.
Objective To increase the awareness of the importance of safe sex in preventing HIV infection.
Target American gay men, aged 22-50
Idea Incorporating sexual innuendo largely used in gay conversation.