AIDS Awareness

I was shocked and maybe a bit frightened when I first saw the photograph of David Kirby dying on his hospital bed. He did not look human at all. There was no life in his facial expression and his body was so frail, looking like a skeleton dipped in candle wax. Initially, I would have never guessed that this photograph was part of a campaign for the United Colors of Benetton. After the discussion in class I did some research on Benetton and their mission. When Benetton first began campaigning they had used the “United Colours” message to portray their purpose. Through this, they wanted to unite people of races. They photographed small multiracial children hand in hand and interracial couples. But that is beside the point. When considering the message being relayed in Kirby’s photograph, I do believe it is appealing to consumers.
During the early ninety’s there was a great epidemic about the AIDS virus. Ignorance caused the public to completely fear those who contracted the disease. Most believed that you could simply contract the disease from kissing or sharing glassware. Through public advertising Benetton attempted to break the tension barrier between those who had AIDS and those who did not.
This photograph of David Kirby contains all the ideal elements of what an advertisement should truly be. It captures the attention of the audience, forces them to think, and consider the product. On the bed lies a man that looks near death. He is surrounded by his family. His father, a larger man, has an expression of such hurt and pain on his face. This man is crying. I did not know men were allowed to cry? The mother holds her child against her breast. She looks scared. There is so much fear and pain in this photograph that it causes me to wonder what is happening to the man on the bed. What is he dying of? How did he get it? Is it treatable? Does he have a chance of living? After finding out that this man is dying of AIDS I pause and take a step backward. No man or woman should have to suffer like this man is. Nor should they be treated differently depending on what their physical state is or what disease they may have.
Benetton is not trying to make money off those who are suffering from AIDS. They are simply raising AIDS awareness and trying to educate the public. If Benetton were to create an ad today of a current issue, I believe the effect would be different. Right now, AIDS is no longer an issue. People have become more aware and there have been medical advancements that can help those with the virus. Today there are issues with the war in Iraq. If Benetton published a photograph with an American soldier and an Iraqi man wearing his traditional attire, this would open the eyes of America.
Despite the fact that Benetton is making money off their advertisements, the messages relayed are powerful and do make a difference. The advertising techniques are appropriate and accomplish what they should. Not everything is about money and profit. Benetton’s goals are to accept differences and reality and exercising the right to free speech. Take a little more time to consider David Kirby, his family, and they way he and others were treated because of AIDS. Then think about what the Benetton campaign did to help him and others.