BSTRO Launches Steamy New ‘Hottest at the Start’ Campaign for Health Agency

July 4, 2011

Campaign shares knowledge about Acute HIV infection and new HIV testing technologies

Vancouver, BC – Creative BSTRO today launched an attention-grabbing new campaign for their clients at Health Initiative for Men (HIM), a Vancouver-based gay men’s health agency. Designed to increase awareness of Acute HIV infection and new HIV testing technologies among gay men, the Hottest at the Start campaign communicates important public health information while depicting men having spontaneous sex in unusual locations – an elevator, a kitchen counter, and a locker room. 

“We were thrilled when HIM selected BSTRO as their agency of choice for this campaign,” explained Jill Tracy, President and Chief Creative Officer at BSTRO. “They were looking for an agency with a strong track record of delivering innovative and successful public health campaigns, and who understand the GLBT community. They chose BSTRO.”

The campaign explains that HIV is “hottest” or most transmissible at the start of a new infection, drawing a parallel to the sexual excitement of a new relationship. Local gay men were recruited to model for the campaign, donating their time to help increase knowledge of acute HIV and new testing technologies. Studies of gay men in Vancouver indicate that 25% of those under 30 haven’t been tested for HIV.

BSTRO is a recognized leader in GLBT marketing, delivering identity and advertising campaigns for organizations in the United States and Canada, including Frameline – the San Francisco International GLBT Film Festival, the Vancouver Queer Film Festival, PlanetOut, AIDS Lifecycle, Qmunity, and the TELUS-powered Caya retail store.

Hottest at the Start launched July 4 in Vancouver, and runs until September. On the web: 

Interviews, research materials, additional information and high-res images available.


Media Contact: 
Paul Nixey
Tel: 778.918.7285