The Grim Reaper PSA About AIDS

The Grim Reaper PSA about AIDS was a controversial advertisement created as part of a $3 million education campaign by the National Advisory Committee on AIDS (NACAIDS) in Australia. The commercial, first screened on April 5, 1987, depicted the Grim Reaper bowling in a bowling alley and knocking over men, women, and child "pins" which represented AIDS victims.

The ad was narrated by voice-over artist John Stanton and was intended to raise awareness about the dangers of AIDS. However, it caused immediate controversy due to its confronting tone and imagery, which included scenes where children and a woman holding a baby were knocked down by the Grim Reaper.
The commercial was also criticized for provoking fear and hostility towards members of Australia's LGBT community and those positive with HIV.

Despite the controversy, 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 seven months before.

The Grim Reaper figure in the ad became unintentionally identified with gay men, which provoked fear towards the LGBT community. This unintended association contributed to the discrimination that gay men were already facing in society at the time.

The commercial aired for only three weeks out of an intended six-week run, cut short due to media criticism and public outcry.