After Queensland's HIV infection rate doubled from 2.7 per 100,000 people to 5.5 per 100,000 people in 2010, the Queensland Government has decided to bring back the Grim Reaper AIDS advertisement campaign.

The campaign was first introduced in 1987 in Australia, but was not appreciated much among Gays community for its direct quotes. It is now being thought to be one and only way to curb the increasing HIV infection rate.

Lawrence Springborg, who is the Health Minister for Queensland, was of the view that after a series of brain storming sessions, they have taken the decision to bring back the advertising campaign. They are busy these days to make sure that the campaign gets its desired effect.

They have chosen some perky lines like "We shouldn't be making this ad" among others to attract the attention of one and all. The $500,000 campaign will start on September 9 and is the first in a row in the state in the form of an effort to reduce AIDS cases.

A lot many changes have been made in the new campaign, admits Springborg. He shared that the campaign includes concept of friends, concerns for people and family. "It'll get it back into the public consciousness, which it hasn't been for the last eight to 10 years", assures Springborg.