Scotiabank Aids Walk for Life

Scotiabank Aids Walk for Life

September 02, 2009 10:14 ET

Scotiabank AIDS Walk for Life 2009: Building the Red Ribbon Highway

OTTAWA, ONTARIO--(Marketwire - Sept. 2, 2009) -

Editors Note: There is a photo and a video associated with this Press Release.

On August 31, the Scotiabank AIDS Walk for Life launched its public service announcement (PSA) to promote its premiere annual fundraising event for HIV/AIDS in Canada. The creative concept for the PSA was developed by TAXI Montreal, with production work conducted by The Garden TV. The PSA will appear on local community television stations, media digital boards in participating Walk communities across the country and YouTube as of today.

"This year's PSA is edgy and a bit more controversial compared to what we've done in the past, but it makes a clear statement that the HIV epidemic is not only restricted to developing countries. HIV is in your own backyard," says Canadian AIDS Society Executive Director Monique Doolittle-Romas.

The 30-second promotional spot depicts desolate inner-city landscapes throughout Canada, with striking captions that suggest that Canada too has its own share of economic and social challenges, which are key causes of HIV/AIDS. It compels Canadians to take a deeper look at how one's environment makes people vulnerable to the disease.

"The video is representative of the way some people look at HIV/AIDS in this country. Misconceptions still abound and many don't realize that in a country as prosperous as Canada, people are still vulnerable to HIV," adds Doolittle-Romas.

The Scotiabank AIDS Walk for Life is a prime opportunity to engage in HIV education and prevention efforts to overcome complacency and to make Canadians aware of how HIV/AIDS affects us all in this country. It also enables communities to raise funds for programs and services that directly assist people living with and affected by HIV/AIDS.

Help us to build the Red Ribbon Highway, a path of hope, by creating awareness of HIV/AIDS in Canada and by joining us in the 2009 Scotiabank AIDS Walk for Life, September 12-20. To find a Walk location in or near your community, visit

The Scotiabank AIDS Walk for Life is a project of the Canadian AIDS Society in partnership with the British Columbia Persons with AIDS Society, the AIDS Committee of Toronto, and community-based AIDS organizations across Canada. During the national week-long event, cities and communities from across the country host Walks to raise funds for local services and programming and to raise awareness about HIV/AIDS. As Canada's most important HIV/AIDS awareness and fundraising event, the Scotiabank AIDS Walk for Life has now raised close to $28 million for community-based HIV/AIDS service organizations since 1996 and has attracted over half a million participants.

To view the video associated with this press release, please visit the following link:

To view the photo associated with this press release, please visit the following link:

Contact Information

  • Canadian AIDS Society
    Tricia Diduch
    Communications Consultant
    613.230.3580 (130)