WASHINGTON — A suggestive new ad campaign from the D.C. Department of Health has been unveiled in an effort to expand the use of PrEP in the city, NBC Washington reports.
Featuring images such as a woman licking an ice cream cone and a man running his hands up and down a golf club, a sultry voiceover says, “Thinking about sex? Then think about PrEP.”
City health officials said they hope increased awareness will reduce the risk of infection among residents in a city that has the highest HIV rates in the country, NBC Washington reports.
The “Think About PrEP” ad, which started airing in the region last month, was designed to be “candid, sex-positive and eye-catching,” Michael Kharfen, senior deputy director of the health department’s HIV/AIDS, Hepatitis, STD and TB Administration, told NBC Washington. It’s running on FOX 5 D.C., the CW and WJLA as well as Facebook, Pandora and YouTube.
PrEP prescriptions in the District have slowly increased over a period of years, health officials told NBC Washington.
Black men who have sex with men and black men who have sex with men who also inject drugs are the two highest groups of new HIV cases in the District, according to the health department. PrEP use, however, is highest among white, gay men. Officials said the new campaign is designed to reduce stigma of PrEP usage, NBC Washington reports.
There is good news. New HIV cases are down in Washington 73 percent overall since 2007, NBC Washington reports.