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,

"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
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories