ITV

Tag: HIV/Aids campaign

  • Viacom, Kaiser launch third Know HIV/Aids campaign

    MUMBAI: Viacom Inc. and the Henry J Kaiser Family Foundation have announced their third consecutive launch of the Emmy and Peabody Award-winning public education initiative Know HIV/AIDS. The annual event includes targeted public service announcements (PSAs), HIV-themed programming, and free print and online information resources.
     
     
    Building on the momentum of the campaign’s first two years, which delivered HIV awareness, testing, and prevention messages to millions of people across the US, Europe, Africa, and the Caribbean, Know HIV/AIDS began by premiering six new PSAs across Viacom’s television, radio and outdoor properties.

    The new spots are a part of Viacom’s $220 million 2005 ad placement commitment. Since the beginning of the campaign, Viacom has committed $600 million of media value to the initiative. And, throughout the same timeframe, Know HIV/AIDS has created a total of 100 PSAs, including the six new spots and five re-tagged ads that premiered today. The campaign will also debut new longer-form television and radio programming throughout 2005.

     
     
    This year, CBS’ top new drama CSI: NY, UPN’s comedy Eve, CBS’ long-running drama Judging Amy, and Showtime’s hit series Queer As Folk are incorporating HIV/AIDS themes in upcoming episodes. These storylines were developed as a result of briefing sessions on HIV/AIDS conducted by Kaiser for the shows’ creative teams.

    MTV, MTV International, BET, VH1 and Infinity Broadcasting also have special HIV/AIDS-related programming planned throughout the year.

     
     
    Kaiser Family Foundation president and CEO Drew E Altman said, “The size and scope of the Know HIV/AIDS campaign is unprecedented and is beginning to show real results. In a very short period this unusual partnership of a media giant and a not for profit health organization has reached millions of young people with important information about HIV testing and other ways they can protect themselves.”
    Viacom chairman and CEO Sumner Redstone said, “We couldn’t be more proud that Know HIV/AIDS is entering into its third year. HIV is spreading at an alarming rate, yet it can be prevented… if people have the right information and the ability to act on it. Viacom’s effort is a result of our powerful media assets coupled with literally thousands of employees, who have volunteered their talents, ambitions and hope, in order to educate our audiences and to start turning the tide against this devastating disease.”

    Working with DDB Issues & Advocacy (a division of DDB Seattle, a full-service communications company), Viacom and Kaiser created the six new PSAs as part of a compelling series that emphasises the power of knowledge in fighting HIV/AIDS. The television and outdoor ads demonstrate how education can change misconceptions, fears or prejudices about HIV/AIDS. The radio ads reinforce this message by broadcasting powerful youth-oriented statistics. All of the PSAs are tagged with the campaign’s website, www.knowhivaids.org.

    “DDB Issues & Advocacy has been thrilled to work with Viacom and Kaiser over the course of this very important effort to eradicate ignorance about HIV/AIDS. The year-three ads reach the general population with the powerful message that knowledge can reverse the increasing trend of this disease,” said DDB Seattle managing partner DDB Issues & Advocacy Candy Cox.

    In total, 23 Know HIV/AIDS PSAs are running across Viacom’s broadcast networks CBS and UPN; cable networks MTV, BET, VH1, CMT: Country Music Television, TV Land, Nick at Nite, Showtime, Spike TV and Comedy Central; and 183 Infinity Broadcasting radio stations in the top 50 markets.

    Both English and Spanish ads are displayed on billboard, bus and bus shelter advertising faces in the nation’s largest markets. The total number of spots that premiered today is 11, which includes the six new spots as well as five television ads that have been re-tagged for the Know HIV/AIDS campaign. These spots were produced in association with Kaiser’s partnership with MTV, Fight For Your Rights: Protect Yourself, and VH1’s media partnership with The Global Fund to Fight AIDS, Tuberculosis and Malaria.

    During the first two years of the initiative, the campaign generated 39 television PSAs in more than 200 markets, which ran nearly 170,000 times; 24 radio PSAs in the top 50 markets, which ran more than 21,000 times; and 26 distinct billboard ads ran in the top 25 markets on more than 11,000 outdoor faces. In addition, 40 broadcast shows and cable programs incorporated HIV/AIDS into their storylines and episodes, which were seen by millions of viewers, and through syndication will be seen by millions more. The campaign has also prompted more than 21 million unique hits to the Know HIV/AIDS website and more than 750,000 calls to the campaign’s combined hotlines.

  • BBC World Service’s first education HIV/Aids campaign

    BBC World Service’s first education HIV/Aids campaign

    LONDON: The BBC World Service Trust, the charitable arm of the BBC, in partnership with the Kaiser Family Foundation, a leader in health information and research, and media conglomerate Viacom, have, announced the launch of a year-long campaign. The aim is to combat the spread of HIV/Aids in Africa and the Caribbean and the campaign will commnece later this year.

    This partnership will initiate the BBC World Service’s first-ever public education campaign tackling HIV/Aids in these two regions. Public education programmes and services produced under the partnership will be made available rights-free to other broadcasters. This collaboration builds on the success of the Viacom and Kaiser Family Foundation’s KNOW HIV/Aids campaign, which launched in the US this January.

    The BBC World Service will begin broadcasts in October produced by seven BBC African language services – English for Africa, French for Africa, Portuguese for Africa, Hausa, Somali, Swahili and Kinyanwanda/Kirundi; as well as the BBC Caribbean service.

    Short educational spots will be broadcast three times per day at peak listening hours. A five-minute special call-in segment will also be produced as part of the weekly English-language programme Postmark Africa. The reach of the World Service in Africa and the Caribbean, is as high as 30 per cent of the radio audience in certain countries.

    A variety of longer format programmes will also be dedicated to HIV/Aids during the period of the campaign. The BBC World Service Trust, the Kaiser Family Foundation and Viacom will work jointly to explore opportunities for the production of extended format programming.

    BBC World Service Trust director of health Roy Head said: “What’s exciting about this initiative is that major broadcasters are joining forces to take on Aids. The BBC reaches 50 million people in sub-Saharan Africa, and coupled with Viacom’s huge audiences across the US and Europe we can make a real difference. And if other big media players can follow suit, so much the better.’

    An official release informs that Africa, particularly sub-Saharan Africa, has the highest HIV/Aids prevalence rate of any region in the world. Nearly 30 million or 70 per cent of all those with the disease live in sub-Saharan Africa, with more new infections and AIDS deaths in 2002 than any other part of the world. The Caribbean has also been severely impacted and is the second-most affected region.

    According to a recent survey by the Kaiser Family Foundation the KNOW HIV/Aids campaign already has high visibility among Americans over 18. 44 per cent recognise the brand or have seen one of the messages, including higher percentages among target populations.

    KNOW HIV/Aids campaign is a global media campaign that combats the menace through public service messages (PSAs), television and radio programming, and free print and online content. The multi-year effort combines the public health expertise of the Kaiser Family Foundation with the power of Viacom’s media brands and unmatched audience relationships to foster awareness of the disease and its prevention.

    For the first year, Viacom committed in excess of $120 million in advertising across its television, radio and billboards in the US and around the world toward the initiative. Support from the Bill & Melinda Gates Foundation is helping to seed the international expansion of this initiative the release states.