historyWellcome Collection1981 onwards

AIDS awareness posters of the 1980s used pink condoms and cheeky targeting to reach very different audiences

the gist

Public health posters have a long history, usually produced in response to plagues or war, when governments wanted to protect soldiers and civilians. In peacetime the poster declined through the 20th century until the AIDS epidemic began around 1981, and governments, health agencies and advertising studios commissioned new campaigns. These posters were produced for more than 20 years, and some were still in use in the 2010s, even though the web was spreading quickly. Campaigns targeted groups including black teenagers, Chinese-speaking Canadians, students who took recreational drugs and lesbian mothers. Some designs were bold, such as the 'Stop AIDS' campaign's large pink condom, and one poster showing a fluorescent condom on the Washington Monument was never distributed. Paper posters lasted because they stayed visible on streets, in clubs and in support groups.

so what

The posters show how public health messaging adapted to identity and behaviour, using the tools of commercial advertising. They also reveal how quickly ideas about decency shifted during the epidemic.

Wellcome Collection · CC BY 4.0

Illustrative photo · Gary van der Merwe, CC BY-SA 3.0, via Wikimedia Commons