BY Advocate.com Editors
January 22 2003 1:00 AM ET
African-American HIV prevention campaign launched
Several African-American print, broadcast, and Internet media companies last week announced a sweeping HIV prevention campaign that targets black Americans, one of the groups most at risk for HIV infection in the United States, Newsday reports. The multiyear campaign, which includes more than $5.7 million in television and print advertisements, is "designed for 100% penetration of the African-American market," said Jerry Lopes, president of program operations and affiliations at American Urban Radio Network. AURN will run HIV prevention messages on all of the networks' more than 400 affiliates.
The campaign also will include articles in the February issues of nine magazines, an eight-part series to run in the 200 newspapers of the National Newspaper Publishing Association, programs on Black Entertainment Television, radio public service spots, and the creation of a Web site, which can be seen online at www.blackaids.org.
Organizers developed the campaign, called the "Drumbeat Project," with the goal of encouraging safer sex and lowering HIV infection rates among African-Americans. More than half of all new HIV infections in the United States now occur among African-Americans, with black women accounting for 64% of all infections occurring among U.S. women. AIDS also is the nation's leading cause of death for African-American men ages 25-44.
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