Nifty little pas de deux between the Alvin Ailey Dance American Dance Theater and Bristol-Myers Squibb, maker of the anti-H.I.V. drug Reyataz. As the New York Times describes it:

Starting in 2006, Bristol-Myers Squibb has held a contest soliciting stories of survival called Fight H.I.V. Your Way. This year the winning entries have inspired a dance for the Ailey company that will make its debut on Thursday, which is not only World AIDS Day but also the anniversary of the AIDS-related death of Alvin Ailey in 1989.

That’s a tidy little package, isn’t it? It looks even better on Bristol-Myer Squibb’s website for the contest:

Notice that “not a patient dramatization” disclaimer in the fine print.  The Times piece makes a fine point of distinction: “This is seemingly great publicity for Bristol-Myers Squibb, but a potential trap for Ailey. A ‘patient dramatization’ is not a dance, and dances don’t come with disclaimers.”

Apparently they do now.


John Carroll, who also writes at Campaign Outsider and It's Good to Live in a Two-Daily Town, is a media analyst and mass communication professor at Boston University.
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