Ad Council wanted to run education campaigns to prevent the spread of AIDS. They were challenged to find acceptable solutions to this very sensitive subject - so that the media and the public would have approved. One of the main goals was to make the word "condom" acceptable for television networks such as condoms can prevent the spread of the HIV virus. The case offers a brief explanation of the disease and the reasons why Ad Council felt the campaign was necessary. It also describes the selected target groups and key strategies. The basic question: "How will this campaign be approved by the media?" "Hide
by V. Kasturi Rangan, Janet Montgomery Source: Harvard Business School 19 pages. Publication date: April 10, 1990. Prod. #: 590105-PDF-ENG
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