For Immediate Release
February 10, 2006
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Contacts:
Rob Bailey, Rob Bailey Communications
201.760.0200 ext. 101
rbailey@rbcpr.com
Noel Alicea, GMHC
212.367.1216
noel_a@gmhc.org
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FOR NATIONAL CONDOM WEEK, DAFFY'S PARTNERS WITH
WOMEN'S INSTITUTE AT GAY MEN'S HEALTH CRISIS TO PROMOTE SAFE SEX AMONG WOMEN
Strategic Partnership Aimed At Educating At-Risk
Women
in the Tri-State Area
(Secaucus, New Jersey — February 10, 2006) Today, more than
25,000 women in New York City are living with HIV/AIDS, and many more are not aware that
they have been infected. To help The Women's Institute focus attention on the impact of
the epidemic and the need for women to better protect themselves and each other, the
Tri-State area's premier off-price retailer Daffy's will launch a Safe Sex is Always
in Fashion initiative beginning on February 10th with a unique and memorable advertising
campaign. The highlight of the efforts will be the distribution of 25,000 "safe sex packs"
throughout New York City for National Condom Week (February 14-21, 2006), and another
50,000 free condoms and safe sex guidelines in all of its Tri-State area stores.
"Since its inception in late 2004, The Women's Institute has developed programs
to fight against HIV/AIDS and positively impact the health and well-being of women in
our city," said Dr. Marjorie Hill, Director of The Women's Institute and Interim Executive
Director of Gay Men's Health Crisis. "We are so pleased that Daffy's, a company that has
a unique ability to connect with both the hearts and minds of women, has taken on an
initiative of this magnitude. We believe this partnership will take our efforts to a
new level."
Daffy's is known for its attention-getting advertising. To that end, Daffy's will
use one of its three spirited "spokes-manequins," Jackie, to help deliver the "Safe Sex
is Always in Fashion" message. In Daffy's advertising, people will be told that "Jackie
likes to think of condoms as must-have fashion accessories." A traveling window display,
with Jackie embracing one of her lovers, will travel throughout New York City from February
10th through February 14th, and will be accompanied by street teams handing out safe sex
packs. In addition, all Tri-State area Daffy's stores will have free condoms and safe sex
guidelines available.
"Daffy's has always been a community minded company that caters to more than
just the fashion needs of our customers," says Marcia Wilson, CEO & President,
Daffy's. "Many women have heard safe-sex messages before. Our goal in partnering
with The Women's Institute is to help counteract the widespread public ignorance
and silence about the devastating expansion of the disease among women. We hope
that by reaching out in unexpected, non-traditional, and fun ways, we will help
to strongly communicate that all women can take the matter of their safety and
protection into their own hands."
In addition to the safe sex pack, condom and safe sex guideline distribution,
Daffy's will be sponsoring a "Safe Sex is Always in Fashion" Women's Testing Day
at The Women's Institute, and has made a donation to The Institute for further
program development and outreach initiatives.
To learn more about HIV/AIDS, please go to
www.daffys.com or
www.gmhc.org.
About The Women's Institute at the Gay Men's Health Crisis
The Women's Institute was founded in December 2004 to expand GMHC's gender specific
programming and to create a multi-faceted response to the HIV epidemic among women
in New York City. The Women's Institute provides a comprehensive framework that
includes HIV prevention strategies, support and clinical services, peer leadership,
research and advocacy. In addition to strengthening the four existing programmatic
cornerstones — Child Life, the Lesbian AIDS Project, the Peer Leadership
Initiative, and the Positive Prevention for Women program — the Women's Institute
promotes the articulation of gender-specific public policy, particularly as such policy
impacts upon the lives of women of color and their families. Collaboration, active
linkages and capacity development with other community based organizations serving women
comprise major goals of the Women's Institute. The primary goal of all programs and
activities is to give women the voice and tools for self-protection and self-empowerment.
Looking to the future the Women's Institute will continue to "Build Community, Prevent HIV:
One Woman at a Time."
About Daffy's
Daffy's is a leading Tri-State off-price retailer that offers irresistible bargains
on unique designerwear, shoes, and accessories for men, women and children, as well
as housewares at up to 80% off regular retail prices. Since 1961, Daffy's has been
the Tri-State area's leader and arguably one of the creators of the off-price retailing
segment. Their out-of-the-box business practices have catapulted it from a small
single store in Elizabeth, New Jersey, where loyal customers made regular pilgrimages,
to a 18-store independent specialty chain with an always growing legion of followers.
As the first store to ever offer Silver Dollars for 88 cents and to make Madison
Avenue and European brands accessible to all consumers, Marcia Wilson, the daughter
of founder Irving Shulman, continues to ensure that Daffy's offers the best bargains
around on unique designer merchandise—merchandise that makes Daffy's shoppers feel
and look like a million bucks without spending it.
To view the ad, please click
here.
To view a picture of the traveling window display, please click
here.
© 2006 Gay Men's Health Crisis
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