Call for recall of ‘Grim Reaper’ ads

By Daniella Joyce 9 April 2011

Australia’s escalating HIV infection rates have prompted calls from some health professionals to relaunch the ‘Grim Reaper’ sexual awareness campaign.

The Grim Reaper campaign used unprecedented shock tactics to deliver the message that no one was safe from AIDS.

The government commissioned advertisement featured a hooded Reaper wielding a bowling ball, indiscriminately knocked down men, women, children and the elderly.

HIV diagnoses have increased by over 30 percent between 2000 and 2006, according to the Australian Bureau of Statistics.

The Co-ordinator of Preventive Health at Notre Dame University, Fiona Farringdon, said this recent increase is linked to the lack of health campaigns targeting HIV.

"Trends are appearing in data that indicate the time is ripe for a new and robust awareness campaign,” said Ms Farringdon.

Data indicates homosexual men comprise 75.7 percent of newly diagnosed HIV infections, according to the Australian Bureau of Statistics.

“Despite being the majority, homosexual men are not the only demographic at risk of infection,” said Ms Farringdon.

“There is a growing trend of HIV diagnoses in women,” she said.

Sexual Health Nurse at Kalgoorlie-Boulder Population Health Unit, Isabel Cowan, said poor sexual health practices of homosexuals and heterosexuals are apparent.

“There is an increasing tendency of individuals to contract HIV internationally or via prostitution and then pass it on to their long-term female partners,” said Miss Cowan.

Data from the National Survey of Australian Secondary Students indicates young people perceive themselves to be at low risk of HIV infection, despite reporting low levels of condom use.

“HIV is not just an issue for young people or homosexuals, it is an issue for anybody who is complacent or unconcerned about their protective sexual health practices,” said Miss Cowan.

The success of the Grim Reaper campaign was that “it got everyone talking about HIV and sexual health because it made everyone feel vulnerable,” she said.

Despite consensus among health professionals that the campaign was pivotal in raising HIV awareness, it had consequences for the homosexual and bisexual community.

The advertisement unintentionally demonised gays and bisexuals because people identified these groups as “being the Reaper”, said Ms Farringdon.

A successful health campaign should target all at risk groups, and address the different reasons for their sexual practices, said Miss Cowan. 

“Prevention is the only cure we currently have for HIV/AIDS and we need a multi-faceted health promotion campaign that will jolt the complacent mindset of Australians,” said Miss Cowan.