NEW YORK (RNN) - While he's in the news this Valentine's Day for his revolutionary "Kiss & Tell" ad campaign, celebrity photograph Mike Ruiz is hot off the heels of another successful partnership with Gay Men's Health Crisis (GMHC).
Pretty Masculine, Ruiz's first book of images, was released Oct. 12, and all of its proceeds benefit the nation's first HIV/AIDS advocacy group.
"I was trying to deconstruct the idea of masculinity," Ruiz said of the book. "It doesn't only have to mean one thing."
For example, some photos in the self-published book pair muscular men alongside flowers.
Ruiz first became involved with GMHC after donating artwork to its Fashion Forward auction in 2010.
"What they do really resonates with me. It's all about education and empowering youth," he said. "When I was young, I didn't really have that guidance."
GMHC CFO Janet Weinberg praised Ruiz's charitable efforts, which include mentoring.
"Mike Ruiz has been an absolute leader not only in this project but in believing in what beautiful love between men who have sex with men is," she said.
You can purchase one of Ruiz's books by clicking here to access his online store.
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