When Cable Positive conducts its annual National HIV Testing Day Thursday, 81
out of the top 100 U.S. cable systems will run public-service announcements
throughout the day on its behalf.
That's double the count of top-100 systems participating in last year's
effort, according to staffers at Cable Positive, the cable industry's national
nonprofit organization concerning AIDS-awareness, prevention and research
Overall, 110 individual cable systems around the country will participate in
this National HIV Testing Day campaign, joining forces with more than 60 cable
Local and national avail breaks throughout June 27 will feature PSAs inviting
cable subscribers to be tested for HIV, practice safer sex and/or get informed
about AIDS. Both systems and networks will keep the spots running in regular
rotation through the July 4 holiday weekend.
More than 15 different messages make up the campaign, including several
Spanish-language spots. Celebrities featured include fashion designer and Oxygen
host Issac Mizrahi and Playboy playmate Rebekka Armstrong.
All messages will be tagged with references to the Centers for Disease
Control and Prevention's toll-free AIDS hotline and/or the organization's Web
'This further demonstrates the cable industry's leadership in the fight
against AIDS and the importance of getting life-saving information to tens of
millions of Americans,' Cable Positive CEO Steve Villano said in a prepared
Operators can catch sneak previews of campaign PSAs through Cable Positive's
own Web outpost (www.cablepositive.org).