KNOW HIV/AIDS Campaign Considers Reworking Its Messages After Discovery of Rare HIV Strain
February 16, 2005
The "KNOW HIV/AIDS" awareness campaign is "weighing changes" to its messages following last week's announcement of the detection of a rare, drug-resistant HIV strain, which illustrates the disease "remains an elusive and dangerous enemy," the Wall Street Journal reports (Windham, Wall Street Journal, 2/16). New York City Department of Health and Mental Hygiene officials last week announced they have detected in a local patient a rare strain of HIV that is highly resistant to most antiretroviral drugs and causes a rapid onset of AIDS. The city health department also issued an alert to physicians, hospitals and medical providers asking them to test all HIV-positive patients for evidence of the strain (Kaiser Daily HIV/AIDS Report, 2/14). Viacom and the Kaiser Family Foundation in January 2003 launched KNOW HIV/AIDS, which is a campaign aimed at raising HIV/AIDS awareness through PSAs, television and radio programming, and free print and online content. The campaign -- which 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, women and men who have sex with men. 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, 1/26).
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Reprinted with permission from kaisernetwork.org. You can view the entire Kaiser Daily HIV/AIDS Report, search the archives, or sign up for email delivery at www.kaisernetwork.org/dailyreports/hiv. The Kaiser Daily HIV/AIDS Report is published for kaisernetwork.org, a free service of the Kaiser Family Foundation, by The Advisory Board Company. © 2005 by The Advisory Board Company and Kaiser Family Foundation. All rights reserved.
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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.