Viacom, Kaiser Family Foundation Launch Second Year of KNOW HIV/AIDS Campaign With Super Bowl Ad
February 2, 2004
The Kaiser Family Foundation and Viacom on Sunday during the pre-game show of Super Bowl XXXVIII aired an HIV/AIDS public service announcement to kick off the second year of the "KNOW HIV/AIDS" awareness campaign, which the groups first launched in January 2003 (Kaiser Family Foundation/KNOW HIV/AIDS release, 1/27). The campaign is aimed at raising HIV/AIDS awareness through PSAs, television and radio programming and free print and online content. The campaign -- which includes media placements valued at more than $130 million in 2004 -- is targeted at both the general population and groups hardest hit by HIV/AIDS, such as people under age 25, minorities, women and men who have sex with men. In 2003, the initiative created 49 television, radio and outdoor ads. The 2004 campaign will include 40 targeted ads -- including some of the 49 ads created for last year's campaign -- that will run 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 are planning to air special HIV/AIDS-related programming throughout the year (Kaiser Daily HIV/AIDS Report, 1/12).
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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.