Models With Hiv Fill Niche Ad Agency Finds Market For Those In Its Proof Positive Division

The models represented by the Proof Positive division of the Morgan Agency have everything models are expected to have: good looks, high-paid jobs and national exposure in advertising campaigns.

But they also have something unexpected: They are HIV positive.

“Sometimes I work with other models and they complain about a pimple or a bad hair day,” said Chris Crays, a 30-year-old model who tested positive for HIV seven years ago.

“That kind of shallowness can be difficult to bear when you’re living with a life-threatening illness. Bad hair days? I’m worried about my T-cell count.”

In January 1994, Crays became the first model to join the nascent Proof Positive division. Since then, it has expanded its roster to 51 models, including Eileen Getty, J. Paul Getty’s granddaughter; Ty Ross, Barry Goldwater’s grandson; Rebekka Armstrong, a former Playboy centerfold whose life story is being made into a movie; and James Ballard, an athlete who holds the Gay Games record for the 100-meter backstroke.

While the majority of the jobs are relatively unglamorous public service announcements and pharmaceutical ads, many Proof Positive models have crossed over to mainstream modeling.

“These models are hired by lots of clients simply because they’re the right person for the job,” said Keith Lewis, owner of the Morgan Agency.

The idea of an HIV-positive modeling division was born out of necessity.

Last January, Lewis noticed that Abbott Laboratories was launching a national ad campaign for Advera, a nutritional supplement specifically formulated for the HIV-positive market. There was one casting stipulation: The model had to be HIV-positive.

Previously, most advertisements for AIDS-related products had fine print disclaimers stating that the person depicted in the photograph was a professional model and not necessarily HIV-positive.

Lewis held an open casting call. More than 100 men and women from ages 18 to 65 showed up. But it was Chris Crays, a handsome, softspoken man employed as a lobbyist in Sacramento, who was ultimately chosen. In the Advera print ad, Crays is depicted in a post-workout pose emanating health and vitality.

Early diagnosis, proper nutrition and drug therapy have all contributed to a longer life expectancy for those with HIV.

“There are two sides to this terrible disease,” Lewis said. “Unfortunately, the public tends to be fixated on the image of the emaciated, bedridden victim. But there is a less horrific side.

“Many of these people are living healthy and productive lives up to 15 years after they’ve been diagnosed HIV positive.”

And although the number of AIDS-related advertising jobs is relatively miniscule, it is a niche that is rapidly growing.

“A year ago there were only two or three national advertisers marketing specifically to an HIVpositive audience,” said Sean Strub, publisher and executive editor of Pos, a bimonthly gay periodical.

“Today there are over a dozen such companies. The market has increased enormously.”

Lewis says casting requests for HIV-positive models have gone up substantially since Proof Positive opened for business. But Lewis is quick to point out that money isn’t a motivating factor.

“Just being around these people has made me a better person,” he said. “I quit smoking, eat healthy and work out five times a week.

“But the best thing is that my models have made me understand how precious life is. Their enthusiasm is contagious.”