Ad offensive for merged Aids trust

National Aids charity the Terrence Higgins Trust (THT) launches its new identity this week after merging with four smaller Aids charities.

The THT brand, which incorporates a new logo, will be phased in over the next six months. A press advertising campaign will raise awareness of the change. Both the design and advertising accounts are handled by Roger Felton Associates, with media buying through Rocket.

The ads, to run in the gay press initially, will give information on the THT helpline, counselling and safe sex.

The merger, one of the most complex in the voluntary sector, brings together the THT, Bridges in Leeds, The HIV Network in Coventry, Sussex Aids Centre in Brighton and OXAIDS in Oxford. The new organisation will provide services to more than 70 per cent of people living with HIV and Aids in the UK.

The merger is the result of the need for better patient information and support services.

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