Viacom, Kaiser Family Foundation Launch Third Year of Know HIV/AIDS Campaign With Six New PSAsViacom and the Kaiser Family Foundation on Monday launched the third year of the "KNOW HIV/AIDS" awareness campaign by premiering six new HIV/AIDS public service announcements, Multichannel News reports (Multichannel News, 1/24). The campaign -- which is aimed at raising HIV/AIDS awareness through PSAs, television and radio programming, and free print and online content and included media placements valued at more than $200 million in 2004 -- targets both the general population and groups hardest hit by HIV/AIDS, such as people under age 25, minorities, men who have sex with men and women. In 2003, the initiative created 49 television, radio and outdoor ads. The 2004 campaign included 40 targeted ads -- including some of the 49 ads created for the 2003 campaign -- that ran across Viacom's broadcast networks CBS and UPN; cable networks MTV, BET, VH1, CMT: Country Music Television, TV Land, Nickelodeon, Nick at Nite, Showtime, Spike TV and Comedy Central; 185 Infinity Broadcasting radio stations; and billboards, buses and bus shelter advertising. In addition, MTV, MTV International, Nickelodeon, BET, VH1, Showtime, Sundance Channel and Infinity Broadcasting aired special HIV/AIDS-related programming throughout the year (Kaiser Daily HIV/AIDS Report, 2/2/04).
Details of New PSAs
The six new PSAs are part of a $220 million ad placement by Viacom for 2005, according to a Kaiser Family Foundation release. Also, as part of the third year of the campaign, CBS's drama CSI: NY, UPN's comedy Eve, CBS's drama Judging Amy and Showtime's series Queer As Folk each will incorporate HIV/AIDS themes in upcoming episodes (Kaiser Family Foundation release, 1/24). "The size and scope of the KNOW HIV/AIDS campaign is unprecedented and is beginning to show real results," Kaiser Family Foundation CEO Drew Altman said, adding, "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 chair and CEO Sumner Redstone said, "We couldn't be more proud that KNOW HIV/AIDS is entering into its third year," adding, "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" (Multichannel News, 1/24).