Amanda Peet

A controversial video, radio, and online HIV campaign titled "Look, listen, love, respect" enlists four female celebrities - Whoopie Goldberg, Amanda Peet, Rosie Perez and Susan Sarandon - to urge gay men to change their behavior for the better by loving and respecting themselves and each other, reports the New York Times.

The celebrities take a tough, frank stance, bringing up issues like sex without a condom and use of the drug Crystal Meth. Women were chosen because they represent gay men's "sisters, mothers, and best-friends." HIV cases have risen since 1999, ergo the tougher stance than the usual "wear a condom" message.

Another reason women were chosen was that "the message would be clouded if there were men," said Jay Laudato, director of Callen-Lorde, which helped develop the campaign with HIV Forum NYC, among others.

Online, there's a dedicated website, designed by Norwalk, Conn. agency Indigo6, and video clips to run on YouTube and MySpace. The campaign will hit niche media, like two national cable TV networks Here and Logo, with plans to run the ads on video screens in clubs and bars, along with radio spots on the national Out Q channel on Sirius Satellite Radio.