Viacom's HIV campaign launches new ads with hip-hop artist Common (14361)

Media giant Viacom, which offers an HIV education and prevention initiative called Know HIV/AIDS across its many radio, television, and advertising properties, on Monday announced the launch of new public service announcements featuring hip-hop artist Common. The television, radio, and outdoor messages mark the second wave of the groundbreaking "Knowing Is Beautiful" series that launched in June, which seek to redefine how young people think about HIV antibody testing and to eliminate the associated stigma.

The PSAs are the latest installment of a $380 million media commitment Viacom has made toward HIV public education since 2003 as part of its ongoing collaboration with the Kaiser Family Foundation. The Know HIV/AIDS partnership also includes HIV-themed programming on Viacom-owned TV channels CBS, UPN, MTV, Nick at Nite, VH1, BET, TV Land, Comedy Central, CMT: Country Music Television, Spike TV, and Showtime as well as free print and online information resources.

"This newest evolution of the campaign draws on an icon of hip-hop culture to powerfully communicate the initiative's lifesaving messages and ensure that they resonate with communities that are most adversely affected," says Sumner Redstone, chairman and CEO of Viacom. The television spots use original spoken-word poetry written for the campaign and performed by Common to showcase the importance of getting tested. Radio ads were recorded by Common as well as spoken-word artists Black Ice and Bassey Ikipi.

For more information about the Know HIV/AIDS campaign go online to www.knowhivaids.org.