AIDS Healthcare Foundation (AHF), which operates the largest community-based alternative HIV

and sexually transmitted disease (STD) testing program in California, has launched the second

phase of its Los Angeles-area HIV prevention and testing initiative with its newest

innovative and eye-catching campaign featuring actor Blair Underwood. Underwood’s image can

be seen on billboards throughout Los Angeles—as well as on one of AHF’s mobile testing vans—

with the words “Man Up” in bold printing next to his image. The ads direct the public to

visit www.freeHIVtest.net to find out where to get tested quickly, conveniently and at no

cost.
The campaign continues AHF’s “Stay Negative” HIV prevention and testing campaign which began

earlier this year with advertising materials that featured an eye-catching image of a semi-

nude male with the words “Stay Negative” tattooed on his back. Like the previous “tattooed

man” ad, the Underwood “Man Up” campaign includes billboards, an online presence which, in

addition to its own website, includes banner advertisements on KIIS, HOT, MYFM radio station

websites. The attention-grabbing image of Underwood and his direct message to viewers is

already having an impact. The billboards and an increase in traffic to the

www.freeHIVtest.net website have coincided with a dramatic increase in capacity and testing

through the AHF Public Health Division.
“Personal responsibility is a key message of AHF’s Blair Underwood ‘Man Up’ campaign. With

Underwood’s broad appeal, we hope to inspire people to see HIV testing as a necessary and

routine part of their sexual health a way to protect themselves their partners,” said Whitney

Engeran III, Director of Public Health Division for AIDS Healthcare Foundation. “There are

many uncertainties when addressing people’s sexual behaviors but the one thing we know for

sure is that HIV testing, detection and linkage to medical care works. The best way to break

the chain of infection—in Los Angeles or anywhere—is for people to get tested and know their

status.”
A key component of the initiative is its website which contains crucial information about HIV

transmission, prevention and treatment, including facts about condom use. The site also

contains an extensive “myth vs. reality” section that frankly addresses false beliefs

surrounding HIV that may prevent some individuals from accessing testing. Most importantly,

the site lists AHF’s free, community-based HIV testing locations including its Men’s Wellness

Center in Hollywood, select Out of the Closet Thrift Store locations and through its

innovative mobile testing van that appears at public locations throughout the city including

sites such as Target, Big Lots, local area churches, Food4Less, and Ross in areas of town

that include Long Beach, Atwater, East Los Angeles, Venice, Inglewood and West Hollywood.
“The ‘Man Up’ campaign is a continuation of AHF’s year-long effort to test 40,000 people in

Los Angeles for HIV by working with community-based partnerships such as the City of Los

Angeles, Bienestar Human Services, the Wall De Las Memorias, Homeless Healthcare, Reach L.A.,

Charles Drew University and other agencies,” said Joseph Terrill, AHF’s Domestic Testing

Program Manager. “The goal of AHF’s ‘Man Up’ campaign is in line with the initiative’s

overall goal: to increase awareness of the need to incorporate HIV testing as a part of

everyone’s routine efforts to maintain personal health and well-being, as well as to protect

their partners. We hope that the billboards drive people to the www.freeHIVtest.net  website

where they will be able to find an HIV testing location that’s convenient and accessible and

completely free.”
As an AHF spokesperson, Underwood recently appeared in a television public service

announcement that aired throughout Los Angeles, urging everyone—whether HIV positive or not—

to get their prescriptions filled at the non-profit AHF Pharmacy. The AHF Pharmacy, in

addition to offering expertise in HIV/AIDS medications, is also a full-service pharmacy open

to everyone, giving the community a unique opportunity to give back. Ninety-six cents of

every dollar earned is re-invested into providing care and treatment for people living with

HIV/AIDS in the U.S. and around the world. More information can be found at

www.ahfpharmacy.org.