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New MTV and
Kaiser multimedia community for youth will focus on AIDS

New MTV and
Kaiser multimedia community for youth will focus on AIDS

"Think HIV" is a multiplatform interactive community for people under 25 who have never known a time when AIDS didn't exist.

MTV and the Kaiser Family Foundation are teaming to create "think HIV," a multiplatform interactive community for people under age 25, all of whom have never known a time when AIDS didn't exist. The campaign, supported by the National Alliance of State and Territorial AIDS Directors, iFilm, and WebMD, is aimed at fostering dialogue and active engagement on HIV-related topics, particularly given that the United Nations now says half of new HIV infections worldwide occur among those under age 25.

"The MTV audience has never known a day without HIV, and young people around the world are at the center of the epidemic," said Brian Graden, president of entertainment for MTVN Music Group. "We have a long history of educating and empowering our audience on this issue, and while progress has been made, there is still work to be done. 'Think HIV' will offer our viewers a new, interactive, and safe place to learn about and fight it."

The program will include: "think HIV Online Community," an Internet site containing photos, videos, message boards, blogs, and HIV information and resources that will launch on August 18; "Alive at 25," a national HIV video blogging--or "vlogging"--competition; and "think HIV Documentary," a project in which young people will create a documentary film that focuses on how their generation has been impacted by HIV. The half-hour film will air on MTV on August 18.

The "think HIV" campaign builds on MTV and Kaiser's decade-long partnership to help raise awareness of sexual health among young people. To date the partnership has drawn more than 100 million television viewers to its documentaries, received 1.2 million calls to its toll-free hot line at (888) BE-SAFE-1, and distributed more than 450,000 educational guides to young people.

For more information about the "think HIV" campaign, go online to https://think.mtv.com. (The Advocate)

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