AHF's Just Use It: OBIE Award Triumph

Recognition and Resilience: The Journey of AHF's Just Use It Campaign

The power of creativity and advocacy collided in AIDS Healthcare Foundation's (AHF) latest triumph as their "Just Use It" ad campaign secured its place as a finalist for the prestigious 2024 OBIE Awards. This innovative campaign, featuring a condom-clad banana accompanied by the bold slogan "Just Use It" and the URL useacondom.com, has not only caught the eye but also the commendation of the advertising world, earning recognition in the Public Service and Nonprofits category.

Overcoming Obstacles: Defying Rejection and Finding Support

For more than 80 years, the OBIE Awards have celebrated excellence in out-of-home advertising, and AHF's Just Use It campaign stands as a testament to the power of impactful messaging in public health awareness. Despite facing initial rejection from major billboard companies due to its unconventional imagery, the campaign persevered, finding support from independent agencies and the press alike.

AHF: Leading the Charge in Global Health Advocacy

AHF, the world's largest HIV/AIDS nonprofit organization, has been at the forefront of providing cutting-edge medicine and advocacy to individuals globally, regardless of their ability to pay. With over 1.9 million patients across 46 countries, AHF's commitment to combatting the HIV/AIDS epidemic remains unwavering.

Expanding Reach: From Local Origins to National Impact

The journey of the Just Use It campaign began in August 2023, debuting in six central Los Angeles locations with a mission to promote condom use and foster safer sexual practices. Through strategic partnerships and increased media attention, the campaign's reach expanded across the United States, amplifying its impact and importance.

Gratitude and Determination: AHF's Response to Recognition

Jason Farmer, AHF’s Vice President of Marketing, expressed his gratitude for the recognition, stating, "We are honored to be recognized once again by the prestigious OBIE Awards for our out-of-home public health advertising." Farmer emphasized the significance of overcoming censorship from major billboard companies, underscoring the campaign's resilience and the importance of independent voices in spreading critical public health messages.

Continuing the Legacy: AHF's Impact Beyond Awards

This isn't AHF's first accolade from the OBIE Awards; their Feel the Burn? campaign clinched a Gold OBIE award in 2017, while the #StandAgainstHate campaign earned them finalist status in 2018. With a rich history of impactful advertising, AHF continues to push boundaries and spark conversations through their innovative campaigns.

AHF: A Global Force for Positive Change

As the OBIE Awards aptly describe themselves as "the oldest and most prestigious honors for creative excellence in out-of-home (OOH) advertising design," AHF's recognition further solidifies their position as pioneers in leveraging creativity for social good.

Join the Movement: Supporting AHF's Mission

Beyond their advertising endeavors, AHF remains steadfast in their mission to provide healthcare and advocacy to individuals affected by HIV/AIDS worldwide. With a presence in 45 countries, including the U.S. and regions across Africa, Latin America/Caribbean, the Asia/Pacific Region, and Eastern Europe, AHF's impact transcends borders.

To learn more about AHF's initiatives and how you can support their cause, visit AIDShealth.org, connect with them on social media platforms such as Facebook, Instagram, Twitter, and TikTok, and tune in to their AHFter Hours podcast for insightful discussions on pressing public health issues.