Hank Knaack: A year ago I would have never thought "PLAY SAAF"

The Southern Arizona AIDS Foundation acquired a one year grant (with a modest budget) to start its first ever community wide social marketing campaign to increase HIV education and testing. After five months of research of existing sex health campaigns, surveying the community of their knowledge of SAAF and HIV, working with local public health partners and media partners, focus groups, concept design options, testing and more testing SAAF came down to its decision.

The multi-media campaign goes by the name PLAY SAAF; using testimonials from strong, sex-positive individuals whose business may be risky, but still know how to play safe (i.e. firefighter, wild animal tamer, professional gambler, bronco rider and fighter pilot). The advertising directs its audience to PlaySAAF.org, where you can find information on where to get tested, and how a test works; where to find free condoms, and info about their use and variety; resources for education offered at SAAF through many prevention programs (as well as living with HIV services). The idea is to re-brand SAAF (safe) Sex as not just using a condom, but it being essential to educate yourself and test regularly for HIV/STDs.

PLAY SAAF is currently seen and heard outdoor, in print, radio, TV and Theatre, Web, and live in-person appearances at SAAF fundraisers (and some mobile testing). A few last tools are being finalized (text hotline, online kits, mobile testing schedule, contests).

Outdoor Samples