This chapter – part of my developing book manuscript – explores the PrEP multimedia campaign in Columbus, Ohio. I begin the chapter with an ethnographic anecdote with one of my interlocuters, José, to show how affective intensities of the visual marketing campaign incorporates those understood as the
highest risk populations of HIV acquisition. In this chapter, I argue that the images and their
content convey several intended and unintended messages as they circulate within an affective economy of fear. One such message is the framing of personal responsibility to HIV-negative people. I demonstrate how these messages are visually mapped onto Black and Brown bodies in advertisement campaigns and equate them with the virus, therefore becoming “stuck.” Finally, I demonstrate how the campaign unintentionally associates racial and ethnic bodies as potential virus carriers – a “fact” that has remained difficult to overcome in HIV prevention work.
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