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New York, NY - December 11, 2007- Today, Gay Men's Health Crisis (GMHC) announced the launch of a new advertising campaign aimed at raising awareness and facilitating dialogue about HIV and AIDS among persons over 50 years old. The campaign, supported by the MAC AIDS Fund, appears on phone kiosks and in free publications throughout the City.

"As people with HIV/AIDS live longer and increased numbers of older persons are becoming newly infected, our approach to AIDS and aging must mature and evolve," said Marjorie J. Hill, Ph.D., Chief Executive Officer of GMHC. "This new campaign acknowledges that seniors are sexually active and at risk for HIV infection, and persons over 50 living with HIV need dedicated services and support. We are grateful to the MAC AIDS Fund for their outstanding support and commitment to providing resources for services that have a meaningful impact on people living with and affected by AIDS."

The campaign presents a series of four images and messages:

  • Eldersexual - Over 50. Still Sexy. Still Smart. Over 25% of people ages 57 -85 still have sex - and are still at risk for HIV.
  • 51 is the new 21 - Over 50. Still Sexy. Still Smart. In NYC, 30% of people living with HIV and AIDS are over 50. Only 8% are under 29.
  • Still sexy in the city - Over 50. Still Sexy. Still Smart. 30% of people living with HIV and AIDS in NYC are 50+, up 9% from 2001.
  • Lots of things come with age. HIV doesn't have to be one of them. Over 50. Still Sexy. Still Smart. The early symptoms of HIV and AIDS are easily mistaken for signs of aging.
  • Each image will appear in 15 weekly and two monthly free publications which are available in all NYC boroughs, with a combined distribution of 2,633,000 per month. In addition, the Eldersexual image will appear on 39 telephone kiosks - 12 in Brooklyn, and 27 throughout Manhattan including 7 in Harlem.

    The campaign is an element of the GMHC 50+ Life.Long program. It was developed in partnership with AIDS Community Research Initiative of America (ACRIA), GRIOT (Gay Reunion In Our Time) Circle, and Services and Advocacy for GLBT Elders (SAGE), agencies working with GMHC to provide and assure services that address the needs of care and prevention of HIV and AIDS among older adults.

    The campaign and related materials were designed pro bono by The CementWorks, a full service healthcare advertising agency. The savings associated with this contribution have resulted in a high quality campaign with extensive city-wide placement which could not have otherwise been accomplished.

    For more information on GMHC 50+ Life.Long programs and services, please contact 212-367-1284 or

    Gay Men's Health Crisis (GMHC) is a not-for-profit, volunteer-supported and community-based organization committed to national leadership in the fight against AIDS. Our mission is to reduce the spread of HIV disease, help people with HIV maintain and improve their health and independence, and keep the prevention, treatment and cure of HIV an urgent national and local priority. In fulfilling this mission, we will remain true to our heritage by fighting homophobia and affirming the individual dignity of all gay men and lesbians. We provide services and programs to over 15,000 men, women and families that are living with or affected by HIV/AIDS in New York City, and outreach and education to hundreds of thousands throughout the world. For more information, please visit

    "Reproduced with permission - Gay Men's Health Crisis"

    Gay Men's Health Crisis


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