Viacom Debuting National HIV Testing Day PSAs6/09/2004 6:26 AM Eastern
Viacom Inc. wants people to “KNOW” that June 27 is National HIV Testing Day.
The media conglomerate is teaming up with the Henry J. Kaiser Family Foundation on a new series of public-service announcements, "Knowing Is Beautiful," encouraging testing among high-risk groups.
The initiative is part of their "KNOW HIV/AIDS” public-education partnership.
The first PSAs will begin airing throughout the country this week on Viacom's television, radio and outdoor properties. A second wave will launch in the fall, the company said.
Viacom said the PSAs are the latest installment of a $200 million media commitment it has made toward HIV/AIDS public education this year as part of its collaboration with Kaiser.
“These messages are designed to make the HIV test and the knowledge of one's status aspirational for anyone who is sexually active," said Alex Bogusky, executive creative director of Crispin Porter + Bogusky, which helped to create the PSAs.
"In some ways, the test for HIV has become engulfed in the same prejudices that surround the disease,” Bogusky added. “We wanted to show people that getting tested is a badge that should be worn proudly. It's smart, beautiful and sexy."