Black Entertainment Television (BET), in partnership with the Kaiser Family Foundation, has made a sustained commitment to providing reliable information and responsible programming on HIV/AIDS. For nearly a decade, BET and Kaiser have partnered on Rap It Up, the nation’s largest and longest-running public education campaign on AIDS specifically for African Americans who have been disproportionately impacted by the disease. While representing just 12% of the population, African Americans account for more than half of AIDS cases in the U.S.
Since its launch in 1998, Rap It Up has become a premier resource on HIV/AIDs and related issues, with targeted PSAs, original news and entertainment programming, film contests, community events, programming guides, print and online resources (www.rap-it-up.com), and a toll-free hotline (1-866-RAP-IT-UP). Rap It Up’s sustained, cross-platform programming has worked to inform about HIV/AIDS and other STDs, dispel popular myths and misconceptions, reduce stigma and discrimination, and provide accurate information about HIV testing and safer sex. The campaign combines BET’s dominance as a trusted consumer brand with the public health and messaging expertise of the Kaiser Family Foundation. In addition to reaching some 83 million households across the U.S., BET and Kaiser have also made all Rap It Up programming available rights-free for broadcast and educational distribution worldwide, and have proactively distributed Rap It Up content among broadcasters in Africa and the Caribbean.
Audience feedback has been overwhelmingly favorable. According to national random-sample surveys conducted by Kaiser, more than 90% of African Americans aged 18-24 are familiar with Rap It Up, with 40% reporting they had visited a doctor or had been tested for HIV as a result of seeing Rap It Up content. Three in four campaign viewers (77%) who were sexually active said they were more likely to use a condom as a result, and half reported talking with a partner about safer sex.
Learn more: www.rap-it-up.com
Think MTV: It’s Your Sex Life
Since 1997, the Kaiser Family Foundation and MTV have partnered on an extensive public education campaign – currently branded under think: It’s Your (Sex) Life – to inform young people about sexual health issues, such as HIV/AIDS and other sexually transmitted diseases (STDs). The multi-platform approach adopted by the partnership includes targeted public service ads (PSAs), long-form documentary and entertainment programming, and news segments to extend the messaging across MTV’s programming genres. In addition to the on-air content, the campaign provides a wide selection of free resources, including an informational guide, an extensive website (www.itsyoursexlife.com), and a toll-free sexual health hotline (1-877-777-IYSL) through which the MTV audience can get in-depth information and real-life advice about the sexual health issues discussed on-air.
Learn more: www.mtv.com/thinkmtv/sexual_health/
Launched in 2001 as a partnership of the Kaiser Family Foundation and the leading Spanish- language television network Univision, the ¡Entérate! campaign provides young Latinos (under 25) with information and resources on HIV/AIDS, sexually transmitted diseases (STDs) and related issues. In 2002, the campaign became the network’s primary pro-social effort, expanding in scope to include other pressing public health issues facing Latinos. The Foundation remains a lead partner in the effort, focusing on co-producing public service ads (PSAs), advising on news, entertainment and public affairs programming on HIV/AIDS for Univision Networks (and cable networks Galavision and Telefutura), as well as providing free print and web-based resources available at univision.com and through the campaign's toll-free telephone number (1-866-TU SALUD).
Learn more: www.univision.com, keyword “enterate”
The National Basketball Association (NBA), HBO, the Global Business Coalition on HIV/AIDS, Tuberculosis and Malaria (GBC) and the Kaiser Family Foundation came together to produce a series of television, radio and print public service ads (PSAs) to promote HIV testing. In the lead up to National HIV Testing Day (June 27th) BET and MTV aired the spots as part of ongoing public education campaigns on HIV/AIDS and related issues conducted in partnership with the Kaiser Family Foundation, Rap It Up and think:HIV, respectively. The NBA is also committed to airing the PSAs in arenas during games.
The NBA, HBO, GBC and Kaiser each brought a unique set of knowledge and skills to the partnership. The GBC is working with its broader membership on the distribution of the PSA and awareness of the website resource. HBO underwrote the PSA production costs, including the development of all creative both broadcast and print. NBA secured their players as talent and will work through NBA Cares on distribution of the PSA and web resource. The Kaiser Family Foundation developed all key messaging and creative briefs for the PSAs as well as designed and implemented the campaign's informational website. Kaiser, working with the Global Media AIDS Initiative, also secured distribution of the international PSAs through the Foundation's media partners in Africa and the Caribbean. The campaign originated with a commitment made at the 2006 Clinton Global Initiative.
Learn more: www.testing411.org
MTV International's Staying Alive campaign, developed in association with the Kaiser Family Foundation and Family Health International, includes special programming; public service announcements (PSAs); one of the most comprehensive sexual health websites for youth; grassroots events and advocacy opportunities.
On-air content will address such issues as getting tested for STDs, sexual behavior, and the impact of HIV/AIDS on young people around the world. MTV, the Kaiser Family Foundation, and Family Health International will also produce targeted public service announcements (PSAs) that will air throughout the year to inform viewers in more than 164 countries worldwide about HIV/AIDS. These spots will be localized by regional MTV channels and tagged with a relevant telephone hotline and/or website for those seeking more information.
Learn more: www.staying-alive.org
The BBC World Service
The BBC World Service provides international news, analysis and information in English and 32 other languages. Their global network of correspondents provides impartial news and reports on location.
Learn more: www.bbc.co.uk/home/i/