Black Entertainment Television and the Kaiser Family Foundation will “Rap-It-Up” for the eighth straight year.
The Viacom Inc.-owned cable network and the nonprofit, private operating foundation dedicated to providing information and analysis on health issues to policymakers launched the public-service initiative -- designed to educate viewers about HIV/AIDS, to offer pertinent information to young adults about sexual health issues and to encourage African Americans to get tested -- in 1998.
This year’s Rap-It-Up will feature new HIV-themed programming and public-service announcements; the Second Annual RIU/BASS film competition; grassroots events; and free print and online information resources.
"The network is extremely pleased with the success and accomplishments of its pro-social initiative, Rap-It-Up," BET executive vice president of corporate marketing and communications Kelli Lawson said in a prepared statement.
"It is clearly evident that through our combined efforts of special HIV-related programming, community outreach and public-service announcements, the network is effectively reaching viewers to educate them about HIV/AIDS,” she added.