ACCHO’s Keep It Alive to release series of commercials to raise HIV/AIDS awareness in the African and Caribbean-Canadian communities

TORONTO – January 24, 2007


The African and Caribbean Council on HIV/AIDS in Ontario (ACCHO), with the support of Top Drawer Creative Inc. advertising agency, has filmed a series of commercials to continue their province-wide Keep It Alive campaign. The commercials are designed to raise awareness of HIV, promote safer sex, and help to reduce the stigma associated with HIV among the African and Caribbean communities in Ontario. They will air January 23 to March 3, 2007 on major Canadian networks.

“On the whole, we are also trying to create the kind of environment that supports HIV prevention, and the care, treatment and support for people already infected,” said Winston Husbands, co-chair of ACCHO. “This is part of a community effort to ensure healthy communities."

The commercials feature community members with varying experiences promoting prevention of HIV/AIDS among Canadians of African and Caribbean descent. The campaign messages encourage Canadians from Africa and the Caribbean, whether young, old, gay or straight, to prevent the spread of HIV, and to mobilize for the care, treatment and support of people who are already infected.

“The idea behind the TV campaign was to bring a more tangible and personal approach to the key messages of prevention, testing and stigma,” said Howard Chang, founder and president of Top Drawer Creative. “We hope that people will see in these ads, their own stories and challenges, and with that begin their own conversations about HIV and AIDS.”

The thought-provoking commercials are the second of ACCHO’s three-stage Keep It Alive campaign, that began with a poster and postcard campaign in the summer of 2006. The commercials will be followed by the launch of a province-wide essay/video contest. Members of the community will be able to share their approach to talking about HIV/AIDS by participating in the contest.

Canadian networks airing ACCHO’s Keep It Alive commercials include: CityTV, Omni I & II, CTV, BET, SUNTV, MuchMusic Vibe, and Global.

As of 2004, the Ontario HIV Epidemiological Monitoring Unit estimated that people from Africa and the Caribbean comprised 14% of all people in Ontario infected with HIV. Moreover, the number of African and Caribbean people in Ontario infected with HIV increased by over 80% in the previous five years.

Launched in 2005, the African and Caribbean Council on HIV/AIDS in Ontario coordinates the response to HIV among African and Caribbean communities in Ontario, facilitates community development, advocates for resources to address HIV and identifies research needs and priorities for African and Caribbean communities in Ontario.



To view a preview of the upcoming commercials please click on the Quick time link listed below:

      Keep it Alive Commercials

Available for interviews:
Winston Husbands and Wangari Tharao, ACCHO spokespersons and Co-Chairs
Llana James, National Project Coordinator
Various commercial participants

Also available:
Howard Chang
President, Top Drawer Creative Inc.