Posters from the campaign can be found throughout Harlem and the South Bronx.
A new HIV/AIDS campaign sweeping through Harlem is more than just giant posters on bus shelters - it's an interactive initiative aimed at prevention of the potentially deadly disease.
Smartphone users checking out the new "LOVE YOUR LIFE - KEEP it 100 NYC" posters can scan a special barcode, known as a QR code, that will instantly direct them to a website providing resources to a community that's been hit hard by the HIV/AIDS epidemic.
The campaign, which features young black models, uses a popular phrase in the urban community to "keep it 100" - that essentially means to be honest or keep it real.
In central and East Harlem, the rate of HIV diagnoses and people living with HIV/AIDS is more than twice the rate in New York City, according to the Centers for Disease Control.
One out of every 38 residents in central and East Harlem is HIV positive, compared with just more than 1 out of 100 citywide, statistics show.
The innovative campaign is a project led by Iris House, a Harlem-based organization that serves women, families and at-risk communities infected with and affected by HIV/AIDS.
"For years, there has been a strong correlation between substance abuse and the transmission of HIV/AIDS among at-risk racial/ethnic minority young adults," said Ingrid Floyd, executive director of Iris House, on Adam Clayton Powell Jr. Blvd. near W. 137th St.
"Further contributing to this community-wide problem is the fact that nearly 90% of the women served by Iris House contracted HIV/AIDS through their male partners," she said, noting the campaign also aims to "help change social norms and attitudes of males regarding condom use."
Once a smartphone user scans the barcode on the posters, they will be sent to KEEPit100NYC.org, where there is information on free condom locations and HIV testing sites in the local area.
The posters and palm cards are spread throughout Harlem and the South Bronx on bus shelters, in barbershops, hair salons, schools, places of worship and other community businesses.
Funding for the campaign has been provided by Substance Abuse and Mental Health Services Administration (SAMHSA) via the Center for Substance Abuse Prevention (CSAP).
For more information, visit KEEPit100NYC.org.