Every year new cases of HIV infection are diagnosed in Wales. There were 169 new cases diagnosed in 2011, compared to 152 in 2010. Of these, 80 cases were due to sex between men, and 60 due to heterosexual contact. The total number of people in Wales being treated for HIV in 2011 was 1471.
Advertisements with the strapline "Thinking about sex? You are now!" will appear across the country on buses, inside buses and trains, on billboards and at nightclubs, sports clubs, colleges and universities.
These advertisements, as well as Bluetooth messaging at train stations in Cardiff, will direct people to the campaign website where they can assess their risk of infection. They can also find out how to protect themselves in future, and where to go for testing.
Chief Medical Officer for Wales, Dr Ruth Hussey, said:
"HIV may have slipped somewhat from the collective Welsh consciousness over the years, possibly because, thankfully, we no longer see so many deaths from AIDS.
"However, as the figures demonstrate, the risk of HIV infection remains very real. This new campaign is targeted at a general audience, which reflects the fact that all population groups are at risk if they don’t take sensible precautions.
"There is no vaccine or cure yet available for HIV infection but there is treatment which dramatically slows the progress of the disease. It is therefore vital people assess their risk and get tested if appropriate, as well as taking measures to protect themselves against infection."