Grim Reaper (advertisement)
The Grim Reaper is a 1987 Australian television commercial aimed at raising public awareness on the dangers of AIDS. Created as part of a $3 million education campaign by the National Advisory Committee on AIDS (NACAIDS), the advertisement depicted the Grim Reaper ten-pin bowling in a bowling alley and knocking over men, women, and child "pins" which represented AIDS victims. The commercial was created by Siimon Reynolds and narrated by voice-over artist John Stanton, and was first screened on 5 April 1987. The ad was also supplemented by printed material which explained the disease and detailed preventative measures. The commercial caused immediate controversy due to its confronting tone and imagery, and the Grim Reaper figure in the ad became unintentionally identified with gay men, provoking fear towards the LGBT community. It aired for only three weeks out of an intended six week run, cut short due to media criticism and public outcry. Nevertheless, the commercial was regarded as highly successful in raising awareness with the Australian public about the issue, with a 327% increase of calls to AIDS related hotlines during the first month of the campaign compared to the 7 months before. In Australia, the Grim Reaper commercial has