Boring Ads Lead to Rise in HIV Rates?

That is the claim of the Utah AIDS Foundation in this article from the Salt Lake Tribune.  Their current ad campaign was partially funded by state and federal money and thus had to focus on the mandated message of testing rather than a more blunt message aimed at prevention and condom use.  One question I have is how effective ads are in either case?  Are explicit ads more effective in changing behavior?   Another is why they aren't making ads that target the contributing factors acknowledged in their sidebar - effective use of retrovirals "taking the risk" out of risky behavior and rising drug use (their second cause - an Africa only problem - I would say is essentially an extension of the first)?  Pomeroy?