ABSTRACT
This chapter explores some of the HIV prevention campaigns that have emerged recently in the wake of the drive to ‘end AIDS’. Specifically, it focuses on campaigns from the US and England which play on and use the very slogan of ‘ending AIDS’. More importantly, the chapter analyzes a long-standing hallmark in the history of the HIV epidemic, namely health promotions aimed at the public and, in particular, men who have sex with men. This chapter maps how recent health promotions portray what HIV prevention is, who is targeted and why. Furthermore, the chapter takes the use of images in these campaigns to be a clear example of what the end of AIDS has come to signify in the new era of PrEP, ARVs and the drive to suppress viral load metrics to undetectable levels. The chapter argues that while many of these health promotions are both ‘sex positive’ and include sexual minorities, they nevertheless also contain messages that might still become co-opted in such a way that solidarity to end AIDS might be replaced by an overt individual responsibility to end AIDS.
