Viacom, Kaiser Family Foundation Announce New Series of PSAs as Part of KNOW HIV/AIDS Campaign
June 10, 2004
Viacom and the Kaiser Family Foundation this week as part of their KNOW HIV/AIDS public education partnership launched a new series of print, radio and television public service announcements aimed at breaking down the stigma associated with HIV testing, Broadcasting & Cable reports (Eggerton, Broadcasting & Cable, 6/9). The ads, which are being released in advance of National HIV Testing Day on June 27, encourage HIV testing among high risk groups, including youth, people of color and men who have sex with men, according to a joint release. Ad agency Crispin Porter + Bogusky worked with Viacom and the Kaiser Family Foundation to create the series of ads (Joint release, 6/9). KNOW HIV/AIDS is a campaign aimed at raising HIV/AIDS awareness through public service announcements, television and radio programming and free print and online content. The 2004 campaign includes media placements valued at more than $200 million; in 2003, the initiative created 49 television, radio and outdoor ads (Kaiser Daily HIV/AIDS Report, 4/14). The PSAs present HIV testing as an "essential part of a healthy, loving relationship," according to the release. All of the ads include the tagline "Knowing is Beautiful" and the KNOW HIV/AIDS Web site address, knowhivaids.org, and toll-free phone number, 1-866-344-KNOW. The first wave of ads, which begin airing this week, will run throughout the summer on Viacom's broadcast and cable channels; Infinity radio broadcasting stations; and billboards, buses and bus shelters. The campaign also will include special programming on CBS, UPN, MTV, BET, VH1 and Showtime throughout June. A second wave of advertising is scheduled to begin in the fall, according to the release (Joint release, 6/9).
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This article was provided by Henry J. Kaiser Family Foundation. It is a part of the publication Kaiser Daily HIV/AIDS Report. Visit the Kaiser Family Foundation's website to find out more about their activities, publications and services.