MAM

Viacom, Kaiser launch third Know HIV/Aids campaign

MUMBAI: Viacom Inc. and the Henry J Kaiser Family Foundation have announced their third consecutive launch of the Emmy and Peabody Award-winning public education initiative Know HIV/AIDS. The annual event 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 US, Europe, Africa, and the Caribbean, Know HIV/AIDS began by 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’ top new drama CSI: NY, UPN’s comedy Eve, CBS’ 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.

 

 

Kaiser Family Foundation president and CEO Drew E Altman 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."

Viacom chairman and CEO Sumner Redstone 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."

Working with DDB Issues & Advocacy (a division of DDB Seattle, a full-service communications company), Viacom and Kaiser created the six new PSAs as part of a compelling series that emphasises the power of knowledge in fighting HIV/AIDS. The television and outdoor ads demonstrate how education can change misconceptions, fears or prejudices about HIV/AIDS. The radio ads reinforce this message by broadcasting powerful youth-oriented statistics. All of the PSAs are tagged with the campaign’s website, www.knowhivaids.org.

"DDB Issues & Advocacy has been thrilled to work with Viacom and Kaiser over the course of this very important effort to eradicate ignorance about HIV/AIDS. The year-three ads reach the general population with the powerful message that knowledge can reverse the increasing trend of this disease," said DDB Seattle managing partner DDB Issues & Advocacy Candy Cox.

In total, 23 Know HIV/AIDS PSAs are running across Viacom’s broadcast networks CBS and UPN; cable networks MTV, BET, VH1, CMT: Country Music Television, TV Land, Nick at Nite, Showtime, Spike TV and Comedy Central; and 183 Infinity Broadcasting radio stations in the top 50 markets.

Both English and Spanish ads are displayed on billboard, bus and bus shelter advertising faces in the nation’s largest markets. The total number of spots that premiered today is 11, which includes the six new spots as well as five television ads that have been re-tagged for the Know HIV/AIDS campaign. These spots were produced in association with Kaiser’s partnership with MTV, Fight For Your Rights: Protect Yourself, and VH1’s media partnership with The Global Fund to Fight AIDS, Tuberculosis and Malaria.

During the first two years of the initiative, the campaign generated 39 television PSAs in more than 200 markets, which ran nearly 170,000 times; 24 radio PSAs in the top 50 markets, which ran more than 21,000 times; and 26 distinct billboard ads ran in the top 25 markets on more than 11,000 outdoor faces. In addition, 40 broadcast shows and cable programs incorporated HIV/AIDS into their storylines and episodes, which were seen by millions of viewers, and through syndication will be seen by millions more. The campaign has also prompted more than 21 million unique hits to the Know HIV/AIDS website and more than 750,000 calls to the campaign’s combined hotlines.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/indigo.jpg?itok=vjuB3RII
Indigo Nation awards digital mandate to Social Kinnect

MUMBAI: To build a stronger brand connect with the younger generation, and to seamlessly bridge the gap between online and offline audiences, Indigo Nation has awarded Social Kinnect the duties to manage its digital mandate.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/hostar.jpg?itok=fwdDJrrI
Flipkart, Hotstar announce new ad platform ‘Shopper Audience Network’

Flipkart and Hotstar recently announced the launch of Shopper Audience Network, Flipkart’s new ads platform that allows brands to connect with customers through personalised TrueIntent video ads on Hotstar.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/anada.jpg?itok=nTK_avhe
Ananda Dairy launches awareness campaign for packed paneer

Ananda, one of the leading dairy products manufacturing company, recently launched its new awareness campaign to educate customers about the benefits of consuming a packed paneer v/s loose paneer.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/post.jpg?itok=zI1i3XEW
Signpost India Invites brands to come together for Save the Tiger campaign

Nagpur, the “Tiger Capital of India” is all set to don a refreshing new look by Signpost India, in active collaboration with Forest and Revenue Department of Maharashtra.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/cad.jpg?itok=JVTE7xPM
Cadbury Dairy Milk launches campaign for 70-year celebration

Cadbury Dairy Milk recently completed 70 years in India and to celebrate the occasion, Mondelez has launched a new campaign for India’s favourite chocolate.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/image.jpg?itok=2rcBfUiv
Big B faces the heat for Kalyan Jewellers TVC

Kerala-based jewellery chain, Kalyan Jewellers' latest TVC featuring Amitabh Bachchan and his daughter, has been termed as “disgusting” and aimed at creating distrust in the banking system by the bank union, according to a report by Mint.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/jeep.jpg?itok=xSFVsZyM
Laqshya Media Group creates India’s largest billboard for Jeep Compass

Laqshya Media Group has partnered with Jeep India to create India’s largest outdoor media installation for its iconic Compass on one of the busiest national highways of India which connects two major cities, Mumbai and Pune.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/honor.jpg?itok=iFKjGffP
Honor launches new ad with Bhumi Pednekar

Honor, the e-brand of Huawei, has kick-started Honor 9N #NoOrdinaryBeauty campaign in collaboration with Bollywood actress Bhumi Pednekar.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/seenu.jpg?itok=a1k6y6IH
Seenu Kurien joins Carnival Cinemas as VP sales and marketing

Carnival Cinemas, a motion picture exhibitor, today announced the appointment of Seenu Kurien as VP- sales and marketing.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories