KNOW HIV/AIDS Launches Four New PSAs And Premieres Short Film In Support Of World AIDS Day
New York, December 1, 2006 – The KNOW HIV/AIDS public education initiative – a partnership of CBS Corporation through its CBS Cares campaign, Viacom Inc. and the Henry J. Kaiser Family Foundation – today announced the launch of four powerful new PSAs in recognition of World AIDS Day. In addition, KNOW HIV/AIDS and Paramount Pictures will premiere two versions of their Short Screenplay Competition winner Black Book today on mtvU and Showtime.
The new PSAs, which tell compelling, personal stories of people touched by HIV/AIDS, will begin airing today across the CBS and Viacom television properties. The 30- and 10-second spots feature real people with a variety of backgrounds explaining the impact of an HIV diagnosis on their lives, and the difficult lessons they have learned.
Since the campaign began almost four years ago, CBS and Viacom have committed more than $600 million in media value to KNOW HIV/AIDS, which represents not only airtime for the PSAs, but also a significant and successful effort at including HIV/AIDS education in the storylines of its mainstream programming.
In addition, Showtime Networks, a CBS property, and mtvU, a network of Viacom, today will premiere Black Book, the Grand Prize winner of Paramount Pictures’ KNOW HIV/AIDS Short Screenplay Competition. Selected in March from nearly 50 entries, Black Book is a short movie written by UCLA senior Darren Guttenberg and produced at Paramount by professional and student filmmakers. Black Book follows the story of a young man as he learns he is HIV-positive and comes to terms with his HIV-positive diagnosis, and the new realities and responsibilities he faces. The 10-minute version of Black Book will air on Showtime today at 7:45 p.m. EST, and a shorter version will premiere on mtvU at noon EST.
“Through CBS Cares we are honored to be a part of this vitally important campaign which across the various platforms has a truly global reach,” said Martin Franks, Executive Vice President, Planning, Policy & Government Affairs, CBS Corporation. “Through these new PSAs we are continuing our commitment to putting stories and faces to this disease that impacts so many.”
“Over the years, as KNOW HIV/AIDS has addressed the many important and complex issues related to HIV and AIDS, we have always been aware that the most powerful stories are the personal ones,” said Carl Folta, Executive Vice President of Viacom. “The four new PSAs and the touching short film Black Book speak meaningfully about the experience of living with this disease, and we’re proud to be able to share the stories of these strong people.”
“KNOW HIV/AIDS continues to be a powerful force in reaching millions of young people with potentially life saving information,” said Matt James, Senior Vice President of the Kaiser Family Foundation. “KNOW HIV/AIDS has been particularly adept at communicating the importance of HIV testing and confronting the stigma that surrounds HIV/AIDS.”
About KNOW HIV/AIDS
KNOW HIV/AIDS combines the powerful media brands and unmatched audience relationships of CBS Corporation and Viacom with the public health expertise of the Kaiser Family Foundation to foster awareness of the disease and its prevention. Every CBS Corporation and Viacom division is involved in the campaign, and 123 messages have been placed on CBS and Viacom television, radio and outdoor properties to date. Many of the PSAs are offered rights-free and cost-free to other television or radio networks. Additionally, CBS Corporation and Viacom properties, including CBS, UPN, MTV, BET, VH1 and Showtime, have produced more than 75 television shows with HIV/AIDS themes seen by millions worldwide.
ABOUT THE HENRY J. KAISER FAMILY FOUNDATION
The Henry J. Kaiser Family Foundation is a non-profit, private operating foundation dedicated to providing information and analysis on health issues to policymakers, the media, and the general public. It is not associated with Kaiser Permanente or Kaiser Industries. Information on HIV/AIDS is available at www.kff.org, and a daily news summary report on developments in HIV/AIDS is available on www.kaisernetwork.org, the Foundation’s free health information service.
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