The Groundbreaking 1980s Sex Ed Advertising That Helped Save Lives
How Dr. Paul Benson built a career helping the LGBTQ+ community during the height of the AIDS crisis
In 1980, when Dr. Paul Benson opened his LGBTQ-affirming Be Well Medical Center in Berkley, advertising featuring LGBTQ+ imagery was still considered taboo — advertising depicting sex topics even more so.
It was a revolutionary step when Dr. Benson explicitly targeted his outreach to the local LGBTQ+ community through illustrated advertisements and educational videos at a time when most healthcare providers weren't willing to openly serve this population. Often, that outreach was in the pages of local queer publications, including in the earliest issues of Between The Lines more than 30 years ago.
"It was a different world back then. There was a lot more stigma against the LGBTQ community," Dr. Benson reflects. "I started advertising in Cruise magazine just to make it known that there was a clinic that would treat you with respect and understanding of your lifestyle."
Early advertisements for Dr. Benson’s practice spoke directly to the community in an authentic way, using vernacular common at the time and marrying wholesome imagery with taboo sex topics, underscoring the fact that sex between LGBTQ+ people is normal, often joyful and, hopefully, centered on pleasure. The images showed potential patients they had every reason to believe they’d find an affirming, non-judgmental environment at Be Well — and for more than four decades, they have.
What began as a general family practice quickly evolved into specialized LGBSTQ+ care as the AIDS crisis unfolded in Michigan. "A lot of patients were having problems finding physicians to take care of them," he explains. "It was not unusual for patients to come in my office where their friends would be dragging them in when they were sick with an opportunistic disease like pneumocystis pneumonia. Because a lot of other clinics didn't want these conditions in their office and didn't understand."
In 1980, Dr. Benson produced "Living Your Lifestyle," a groundbreaking 30-minute educational video featuring doctors, patients and custom-commissioned artwork discussing sexually transmitted infections and prevention. "Medical education through video was unheard of back in 1980, 1981. This was really a very novel idea," he notes. He would go on to use these images and others in advertisements in local publications like Between The Lines to help get the message across that affirming, compassionate care was available to the local community at a time when LGBTQ+ patients — especially gay men with HIV and AIDS — were being openly discriminated against by medical professionals.
Today, Be Well serves patients of all ages and backgrounds with on-site X-ray equipment, lab testing and pharmacy services. The clinic offers standard primary care like wellness visits, immunizations and acute care, while maintaining a focus on long-term patient relationships. Sexual health and wellbeing is a primary specialty at Be Well, which offers on-site testing and comprehensive HIV prevention and care approaches.
Dr. Benson's practice now includes specialized pediatric care for LGBTQ+ youth, with a full-time pediatrician on staff — a development he never imagined possible 40 years ago. The practice serves as a safe space where LGBTQ+ youth and parents can receive culturally competent care without fear of discrimination. Staff are trained in using preferred names and pronouns while addressing the specific health needs of LGBTQ+ patients, all within a modern medical facility that maintains a judgment-free environment for every family.
While the need for targeted advertising has diminished with greater societal acceptance and accessibility of information, Dr. Benson's commitment to providing affirming care remains steadfast, though he acknowledges the challenges facing the community in the current political climate. "The openness and acceptability is much higher nowadays," he reflects. "Who knows, 50 years from now, it probably is going to be even that much easier. I'd like to think that way and be optimistic."
Looking back on his pioneering efforts in LGBTQ+ healthcare outreach, Dr. Benson sees how far we've come while acknowledging ongoing challenges. "Yes, there's room for removal of more stigma today, but back then it was much, much more than it is today. Slowly but surely, it's getting better and better."
This article is a sponsored editorial produced in collaboration with Be Well Medical Center. Between The Lines’ LGBTQ+ journalism is made possible with the support and partnership of advertisers like Be Well. To learn more about Be Well, visit doctorbewell.com.
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