The campaign will feature six on-air spots, written by the Tony Award-winning book writer of Q, Jeff Whitty. Characters from the musical, including Lucy The Slut, Rod and Ricky, will be featured in the PSAs, alternately known as "Puppet Service Announcements."
The first spot will debut during the 90-minute fifth season premiere of "RuPaul's Drag Race," on Jan. 28 at 9 PM ET. Each on-air spot will be complimented by six separate online spots (viewable at LogoTV.com). New spots are scheduled to roll out every eight weeks throughout 2013.
The PSAs, according to a press statement, cover a range of topics "from erasing the stigma of HIV, talking frankly about sex with your partner(s), the importance of being tested and to adhering to HIV treatment if positive. Viewers will be encouraged to rethink HIV . . . 'Spread the word, not the virus.'"
“It is the goal of this partnership to reignite a discussion around HIV, especially in the gay community - a population that is still seeing HIV rates rising in spite of increased awareness and education,” said Amy Wigler, senior vice president of Marketing and Creative, Logo, in a statement. “These ‘puppet service announcements' will use the comedic talents of Avenue Q to fearlessly address issues surrounding infection including frequency of testing, anonymous sex, stigma, open communication and more.”