Viacom & Kaiser Launch KNOW HIV/AIDS Campaign.

Viacom Inc. and the Henry J. Kaiser Family Foundation announced the year-three launch of the Emmy and Peabody Award-winning public education initiative KNOW HIV/AIDS, which includes targeted public service announcements (PSAs), HIV-themed programming, and free print and online information resources.

Building on the momentum of the campaign’s first two years, which delivered HIV awareness, testing, and prevention messages to millions of people across the United States, Europe, Africa, and the Caribbean, KNOW HIV/AIDS today began premiering six new PSAs across Viacom’s television, radio and outdoor properties. The new spots are a part of Viacom’s $220 million 2005 ad placement commitment. Since the beginning of the campaign, Viacom has committed $600 million of media value to the initiative. And, throughout the same timeframe, KNOW HIV/AIDS has created a total of 100 PSAs, including the six new spots and five re-tagged ads that premiered today. The campaign will also debut new longer-form television and radio programming throughout 2005. This year, CBS’s top new drama “CSI: NY,” UPN’s comedy “Eve,” CBS’s long-running drama “Judging Amy,” and Showtime’s hit series “Queer As Folk” are incorporating HIV/AIDS themes in upcoming episodes. These storylines were developed as a result of briefing sessions on HIV/AIDS conducted by Kaiser for the shows’ creative teams. MTV, MTV International, BET, VH1 and Infinity Broadcasting also have special HIV/AIDS-related programming planned throughout the year.

Drew E. Altman, Ph.D., President and Chief Executive Officer, Kaiser Family Foundation, said, “The size and scope of the KNOW HIV/AIDS campaign is unprecedented and is beginning to show real results. In a very short period this unusual partnership of a media giant and a not for profit health organization has reached millions of young people with important information about HIV testing and other ways they can protect themselves.”

Sumner Redstone, Chairman and Chief Executive Officer, Viacom, said, “We couldn’t be more proud that KNOW HIV/AIDS is entering into its third year. HIV is spreading at an alarming rate, yet it can be prevented … if people have the right information and the ability to act on it. Viacom’s effort is a result of our powerful media assets coupled with literally thousands of employees, who have volunteered their talents, ambitions and hope, in order to educate our audiences and to start turning the tide against this devastating disease.”

For more information at http://www.knowhivaids.org