Viacom Inc. and the Henry J. Kaiser Family Foundation are teaming up for the third year in a row.
The media giant and the nonprofit foundation Monday began premiering six new public-service announcements from Emmy Award- and Peabody Award-winning public-education initiative “KNOW HIV/AIDS” 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 debut of KNOW HIV/AIDS three years ago, a total of 100 PSAs -- including the six new spots and five retagged ads that premiered Monday -- have been created.
The campaign will also debut new longer-form television and radio programming throughout 2005, Viacom and the Kaiser Foundation said.
In addition to the PSAs, KNOW HIV/AIDS also encompasses HIV-themed programming and free print and online information resources.
HIV/AIDS themes will be incorporated in upcoming episodes of CBS' CSI: NY and Judging Amy, UPN's Eve and Showtime's Queer as Folk.
“The size and scope of the KNOW HIV/AIDS campaign is unprecedented and is beginning to show real results,” Kaiser Foundation CEO Drew E. Altman said in a prepared statement.
“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,” Altman added.
“We couldn't be more proud that KNOW HIV/AIDS is entering into its third year,” Viacom chairman and CEO Sumner Redstone added.
“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,” he added. “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.”