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New Programming Announced in Lead Up to World AIDS Day (Dec. 1)

November 26, 2008 - Menlo Park, CA - For more than ten years, the Kaiser Family Foundation has partnered with leading media in the U.S. and abroad to reach the public with information about HIV/AIDS and related issues and to challenge the stigma surrounding the disease. The Foundation's media partnerships leverage significant communications resources and provide partners with current research and guidance and public health communications expertise, among other assistance. This World AIDS Day (December 1), the Foundation announces several new productions developed with its media partners around the world:

  • As part of It's Your (Sex) Life (IYSL), MTV's ongoing Emmy- and Peabody- Award winning campaign with the Foundation, MTV will dedicate all on air promotions time on the network from November 24 to December 1 to public service ads (PSAs) to promote using protection and getting tested. These spots feature a host of popular musicians including Wyclef Jean, The Bravery, Vampire Weekend, The Gossip!, Kenna, Boys Life Girls, Silversun Pickups, Tyga, Cornel West and others. Throughout the day on December 1st MTV will run on-screen takeovers during programming to direct viewers to IYSL informational resources, including a customized mobile texting service and toll-free hotline that provide information about local testing centers.
    For more information:
  • ARE YOU POSITIVE? (premiers December 1, 7:30 PM ET/PT, BET), this half-hour show, produced with Black Entertainment Television (BET) as part of the network's ten-year, Emmy Award winning Rap It Up campaign with the Foundation, confronts the stigma surrounding HIV/AIDS in the Black community. The show profiles four young people - two of whom are living with HIV, two who are not - who open up their lives to challenge the stereotypes and misconceptions about who HIV affects. Inspired by, a viral "game" developed by the Foundation with mtvU, the show reinforces the message that the only way to know one's status is to get tested. For more information: and

  • THE DIARY OF KELLY ROWLAND (U.S. premier December 1, 7:00 AM ET/PT, MTV), this hour long documentary chronicles the recent travels of Kelly Rowland, founding member of Destiny's Child, to South Africa, Kenya, Tanzania and the U.S. to meet with young people affected by HIV/AIDS who are using their experiences to help stem the spread of the disease. The program was produced by MTV International as part of its Staying Alive campaign and will be distributed to all MTV International channels around the world. The Foundation, a longtime partner of the campaign, worked with MTV International to incorporate a segment in the U.S. to bring attention to the continued impact of the disease in this country, especially among African Americans.
    For more information:

  • THE CRISTINA SHOW (December 8, 10:00 PM ET/PT, Univision), the most watched Spanish-language talk show in the world, devotes a special episode to bringing attention to the impact of AIDS on the Latino community. Featured on the show are Latinos both living with HIV/AIDS and their loved ones, many of whom are currently profiled in SOY. (I AM.), a new campaign launched this fall by Univision and the Foundation. By sharing their stories this diverse group of Latinos - which include two teenage sisters, a grandmother and her HIV-positive adult daughter, and a young gay man - challenge stereotypes about HIV/AIDS and reinforce the importance of family support. The Foundation has partnered with Univision since 2001 to reach Latinos with information about HIV/AIDS. For more information: and; uniclave: SIDA
  • Regional media partners of the Global Media AIDS Initiative (, a project conceived and run by the Foundation with support by the United Nations to mobilize media around the world in response to HIV/AIDS, are also using the platform of World AIDS Day to announce new programming commitments:

  • The African Broadcast Media Partnership Against HIV/AIDS (ABMP), a coalition of 59 television and radio broadcasters from 37 countries across Africa, will debut a new series of PSAs under its Imagine an HIV-Free Generation. It Begins with YOU campaign using soccer to promote healthy lifestyles and responsible choices. The new PSAs leverage the upcoming 2010 Soccer World Cup to be held in Africa and will be combined with other special programming and community-level events. For more information: and

  • The Caribbean Broadcast Media Partnership on HIV/AIDS (CBMP) has produced a special World AIDS Day edition of LIVE UP: The Show, an original magazine program produced as part of it's regional LIVE UP. Love. Protect. Respect pubic information campaign. Shot on site at the University of the West Indies Cave Hill Campus in Barbados, the episode brings together individuals from across the region to demonstrate the many ways people can LIVE UP. One young Barbadian "Hero" in the LIVE UP campaign interacted with Caribbean students and tested their knowledge of HIV/AIDS. Several organizations, including the National AIDS Commission, the United Nations Development Fund for Women, Care Barbados, the University of the West Indies HIV/AIDS Response Program, among others, participated in the event. The program will be distributed rights-free to the CBMP's 83 broadcast members across 25 countries to coincide with World AIDS Day. The CBMP is developed in partnership with the Ford Foundation and the Elton John AIDS Foundation. For more information: and

  • The Asia Broadcasting Union in partnership with the Asia-Pacific Media AIDS Initiative is offering rights-free television programs on HIV/AIDS to broadcasters across the region.
  • About the Kaiser Family Foundation
    The Henry J. Kaiser Family Foundation is a non-profit private operating foundation, based in Menlo Park, California, dedicated to producing and communicating the best possible information, research and analysis on health issues for policymakers, the media, the health care community and the general public. Information on the Foundation's HIV/AIDS policy work, journalism training programs and media partnerships to educate the public about HIV is available at; daily news summary reports, webcasts and other online content on developments in HIV/AIDS are available on; country-level facts and data are available at; and resources for reporters covering HIV/AIDS are available at




    Rakesh Singh,
    Kaiser (650) 234-0232


    ...positive attitudes are not simply 'moods'

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