With the emergence of HIV more than thirty years ago, it is estimated that more than half a million people have died of AIDS in the United States. As of 2006, approximately 2.2 million people in the United States are HIV positive with approximately 50,000 new infections per year. The most alarming statistic is that 20% of HIV positive people are unaware that they are susceptible to transmitting it infection unknowingly. Public health programs have worked since the emergence of HIV to educate populations, seeking to provide them with the knowledge and tools to protect themselves from infection as more information about HIV transmission and behaviors has been gathered. relevant social networks of susceptible populations leading to transmission, public health programs have adapted their messages and methods. Current advertising has shifted to very visual ads aimed at certain populations joins this growing trend. In December 2010 they launched the “It's never just HIV” campaign. The ads in question use very graphic images and sensationalize the effects of HIV and long-term antiretroviral therapy. The conditions described in the ad, such as osteoporosis and anal cancer; they occur in a small percentage of cases and usually only in older HIV-positive populations. The campaign aims to combat HIV complacency that occurs in response to overexposure to HIV drug advertising. Studies have shown a correlation between greater exposure to antiretroviral therapy advertising and high-risk behavior, underlining that subjects are more likely to believe that HIV is not such a serious disease due to the photo... ... ...: 374-393.Mamary, Edward, Jacqueline McCright, and Kevin Roe. “Our Lives: An Examination of Sexual Health Concerns Using Photovoice by Nongay-Identified African American Men Who Have Sex with Men.” Culture, Health, and Sexuality IX.4 (2007): 359-370.Murray, Patrick R., Ken S. Rosenthal, and Michael A. Pfaller. Medical Microbiology, 6th edition. Philadelphia: Mosby Elsevier, 2009. Rothenberg, Randall. “Talk too harshly about the risks of life?” New York Times February 16, 1990. Strub, Sean. “The 'It's Never Just About HIV' ad campaign oversimplifies the issue.” Huffington Post 2011 published January 4. New York City - Department of Health and Mental Hygiene. “The Department of Health's new media campaign shows how HIV can compromise health and wellbeing, even when treatment controls the infection.” December 7, 2010. NYC.gov. July 2011 .