KNOW HIV/AIDS Launches Series of Messages On HIV Testing.

In advance of National HIV Testing Day (June 27), Viacom Inc. and the Henry J. Kaiser Family Foundation announced a new series of public service messages (PSAs) as part of their KNOW HIV/AIDS public education partnership to encourage testing among high risk groups, including youth, people of color and men who have sex with men. The ad agency Crispin Porter + Bogusky worked with Viacom and Kaiser to create the groundbreaking series, which seeks to redefine how people think about testing and to breakdown the associated stigma. The first ads begin airing this week across the U.S. on Viacom’s television, radio and outdoor properties. A second wave will launch in the fall.

The PSAs are the latest installment of a $200 million media commitment Viacom has made toward HIV/AIDS public education this year as part of its collaboration with Kaiser. In addition, the Peabody Award-winning partnership also includes HIV-themed programming and free print and online informational resources.

According to the Centers for Disease Control and Prevention, approximately one in four of the people living with HIV/AIDS in the U.S. do not know they are infected. Research shows that once people learn they are HIV-positive, many take steps to protect their partners and reduce the risk of HIV transmission. And early knowledge of HIV infection is critical for connecting people to needed medical care and services.