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G r a n t Wa t c h

with U.S. media companies, including MTV, with the Fight for Your Rights: Protect Your- self campaign; Black Entertainment Television (BET), with the Rap It Up campaign; Univi- sion, with the Entérate: Protégete (Get In- formed/Protect Yourself) campaign; and KNOW HIV/AIDS, a partnership with Via- com.8 Under this model, Kaiser and the media company enter into an agreement to provide financial and substantive expertise that goes beyond typical public service efforts. Among Kaiser’s contributions are issues research; briefings for writers, producers, and other me- dia staff; substantive guidance on message de- velopment; and funds to support program pro- duction and the creation of informational resources for consumers. The media partner contributes creative and communications ex- pertise; on-air programming on the issues ad- dressed by the campaign; and guaranteed placement of the PSAs and other content to reach target audiences. This last point is note- worthy because traditional PSAs rely on avail- able media space, which does not ensure place- ment for a given audience.

Since the launch of KNOW HIV/AIDS in January 2003, targeted PSAs have aired tens of thousands of times on Viacom television and radio networks—including CBS, UPN, vari- ous cable channels, and Infinity Radio. Also, outdoor ads, such as those on billboards and buses, have appeared in the top U.S. markets as part of the campaign’s partnership with Kaiser. Viacom’s commitment for the advertising placements alone has exceeded $380 million in the campaign’s first two years. With $220 mil- lion more committed for 2005, the campaign’s three-year value is more than $600 million.

The value of the campaign being under- taken in Russia, StopSPID, is estimated at more than $200 million over three years. Star India’s commitment to the Heroes Project is approximately $15 million over three years; the other media commitments being made in India are in the process of being valued.

Another way in which Kaiser’s approach differs from traditional public service efforts is in the reinforcement of messages beyond PSAs in other programming and editorial content.


For example, as part of the KNOW HIV/AIDS campaign, popular television shows produced by Viacom, such as Becker (CBS), Girlfriends (UPN), Judging Amy (CBS), and One on One (UPN), have incorporated HIV/AIDS into storylines seen by millions of viewers. To en- courage and inform this kind of programming, Kaiser conducts briefings on HIV/AIDS for CBS and UPN executives, producers, and writers at the start of the television season and provides one-on-one support to series as re- quested throughout the year. In partnership with MTV, BET, and Univisión, Kaiser also produces long-form special programming on HIV and related topics, including news, docu- mentaries, and question-and-answer shows with a studio audience. Since 1997 Kaiser has produced or consulted with these networks on more than forty original programs and doz- ens of ongoing series as part of its partner- ships.

All of the PSAs and many of the television shows produced under Kaiser’s partnerships are tagged with toll-free hotlines or Web sites developed exclusively for these campaigns, or both. Through these services, viewers can re- ceive free information, find clinics in their local area, or reach counselors.

Kaiser’s basic strategy is to reinforce mes- sages across multiple platforms and media while operating at a level of intensity that can truly have an impact. To extend its reach and increase credibility, Kaiser seeks the involve- ment of HIV/AIDS organizations, other NGOs, and government agencies in its efforts. To the extent possible, its HIV/AIDS-related pro- gramming and PSAs are available rights-free for other media companies to use and for non- media use among organizations doing educa- tion or outreach work.

Taken together, Kaiser’s U.S. campaigns have delivered information about HIV/AIDS and related issues to millions of young people. More than twenty-four million visitors have logged onto the campaigns’ Web sites; nearly one million informational guides have been distributed; and more than 2.4 million calls have been received by the various toll-free hot- lines linked to the campaigns. Recent national

May/June 2005

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