KNOW HIV/AIDS - Global
In January 2003, Viacom Inc. and the Henry J. Kaiser Family Foundation (KFF) launched a media campaign to combat HIV/AIDS through public service messages (PSAs), television and radio programming, and free print and online content. The purpose of this multi-year effort, which began in the United States, is to foster awareness about HIV/AIDS and its prevention among the general population in the United States, Europe, Africa, and the Caribbean, as well as among those hardest hit by the disease: young people under the age of 25, people of colour, women, and men who have sex with men.
Communication Strategies
KNOW HIV/AIDS was launched in the United States with a weeklong concentration of PSAs as well as the rollout of special programming. Twenty-five television PSAs ran over 70,000 times; 14 radio PSAs ran over 5,000 times; and 13 distinct billboard ads ran on 4,000 billboards, buses, and bus shelters. In addition, 9 broadcast shows and 6 cable programmes incorporated HIV/AIDS into their storylines and episodes throughout the year. In October 2003, Viacom and KFF launched KNOW HIV/AIDS in the United Kingdom in collaboration with the National AIDS Trust; in November 2003, the BBC began broadcasting educational messages in 8 languages to 60 million people across Africa and the Caribbean.
On February 1 2004, KNOW HIV/AIDS initiated its second year by focusing on the United States population. During the pre-game show of a popular televised sporting event on that date (Super Bowl XXXVIII), one of the initiative's new PSAs was premiered. In total, 34 new PSAs have been created; a number of the ads developed in 2003 will continue to be in rotation. A series of directed PSAs encouraging HIV testing among higher-risk groups rolled out in April 2004. In general, the ads focus on the impact of HIV/AIDS on youth around the world, and the possibility for change. The campaign was run across Viacom's broadcast networks; cable networks; radio stations; and billboards, buses, and bus shelters in the nation's largest markets. Some of the outdoor advertising on testing addresses the African-American community in particular. In addition, a number of television shows produced by Viacom companies incorporated HIV/AIDS themes; MTV, MTV International, Nickelodeon, BET, VH1, Showtime, Sundance Channel and Infinity Broadcasting planned special HIV/AIDS-related programming troughout the year. The publisher Simon & Schuster placed ads with facts on the disease in the back of its books.
Celebrity involvement - and the use of art/music to attract public attention - has been a hallmark of the campaign. For example, the "Knowing is Beautiful" series that launched in June 2004 has called on a popular, Grammy-award-winning hip-hop musician named Common to help redefine how young people think about HIV testing and to aim to eliminate the associated stigma. Nine PSAs (4 television, 3 radio, and 2 outdoor) were created; they feature popular and aspirational images of beauty to reach those most at-risk. All the spots reveal the characters wearing a small adhesive bandage that signifies an HIV test, while Common's poetry (written and performed for the campaign) underscores the personal empowerment of having been tested for the disease. Radio messages were also recorded by spoken word artists Black Ice and Bassey Ikipi. The outdoor billboards highlight the self-confidence of knowing one's HIV status by displaying Common wearing a small adhesive bandage himself.
All facets of the campaign direct audiences to the KNOW HIV/AIDS site or the campaign's toll-free number 1-866-344-KNOW (5669). These resources offer a free educational guide, additional information on HIV/AIDS, and links to other resources. Both the hotline and website link to the Centers for Disease Control and Prevention's national HIV/STD counseling and referral centre.
On February 1 2004, KNOW HIV/AIDS initiated its second year by focusing on the United States population. During the pre-game show of a popular televised sporting event on that date (Super Bowl XXXVIII), one of the initiative's new PSAs was premiered. In total, 34 new PSAs have been created; a number of the ads developed in 2003 will continue to be in rotation. A series of directed PSAs encouraging HIV testing among higher-risk groups rolled out in April 2004. In general, the ads focus on the impact of HIV/AIDS on youth around the world, and the possibility for change. The campaign was run across Viacom's broadcast networks; cable networks; radio stations; and billboards, buses, and bus shelters in the nation's largest markets. Some of the outdoor advertising on testing addresses the African-American community in particular. In addition, a number of television shows produced by Viacom companies incorporated HIV/AIDS themes; MTV, MTV International, Nickelodeon, BET, VH1, Showtime, Sundance Channel and Infinity Broadcasting planned special HIV/AIDS-related programming troughout the year. The publisher Simon & Schuster placed ads with facts on the disease in the back of its books.
Celebrity involvement - and the use of art/music to attract public attention - has been a hallmark of the campaign. For example, the "Knowing is Beautiful" series that launched in June 2004 has called on a popular, Grammy-award-winning hip-hop musician named Common to help redefine how young people think about HIV testing and to aim to eliminate the associated stigma. Nine PSAs (4 television, 3 radio, and 2 outdoor) were created; they feature popular and aspirational images of beauty to reach those most at-risk. All the spots reveal the characters wearing a small adhesive bandage that signifies an HIV test, while Common's poetry (written and performed for the campaign) underscores the personal empowerment of having been tested for the disease. Radio messages were also recorded by spoken word artists Black Ice and Bassey Ikipi. The outdoor billboards highlight the self-confidence of knowing one's HIV status by displaying Common wearing a small adhesive bandage himself.
All facets of the campaign direct audiences to the KNOW HIV/AIDS site or the campaign's toll-free number 1-866-344-KNOW (5669). These resources offer a free educational guide, additional information on HIV/AIDS, and links to other resources. Both the hotline and website link to the Centers for Disease Control and Prevention's national HIV/STD counseling and referral centre.
Development Issues
HIV/AIDS, Youth.
Key Points
According to organisers, since the epidemic began, 60 million people worldwide, including more than a million in the United States, have become infected; more than 20 million people around the world have died. According to the most recent data, women and youth represent a growing proportion of new HIV infections. UNAIDS estimates that as many as two-thirds of infections projected to occur by 2010 could be avoided with increased awareness and global prevention efforts.
As of this writing, audiences responded to the 2003 campaign with more than 6.5 million unique visits to the KNOW HIV/AIDS website, 336,000 calls to the combined hotlines operated by Viacom and KFF, and 127,000 requests for the Viacom/KFF- produced guide on HIV/AIDS. KFF reports that 44% of American adults surveyed either recognised the KNOW HIV/AIDS brand or had seen at least one of the PSAs. In 2 of the audiences being specifically addressed, African-Americans and Latinos, recognition was 51%.
The 2004 campaign includes media placements valued at US$200 million.
As of this writing, audiences responded to the 2003 campaign with more than 6.5 million unique visits to the KNOW HIV/AIDS website, 336,000 calls to the combined hotlines operated by Viacom and KFF, and 127,000 requests for the Viacom/KFF- produced guide on HIV/AIDS. KFF reports that 44% of American adults surveyed either recognised the KNOW HIV/AIDS brand or had seen at least one of the PSAs. In 2 of the audiences being specifically addressed, African-Americans and Latinos, recognition was 51%.
The 2004 campaign includes media placements valued at US$200 million.
Partners
Viacom, KFF, National AIDS Trust. Additional funding provided by The Bill & Melinda Gates Foundation, The Mel Karmazin Foundation, and Sumner Redstone.
Sources
The Kaiser Update, dated January 6 2003; and KFF site; and KFF News Release, dated January 12 2004; and KFF News Release, dated November 15 2004.
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