surveys of young people have shown encourag- ing results. Among those who have seen the PSAs or other programming distributed under Kaiser’s campaigns, significant percentages re- port talking with parents, partners, and health care providers about issues such as HIV and getting tested for HIV or other sexually trans- mitted diseases.9 Although these indicators are promising, media are just one element among a wide array of influences on young people. Re- search will also be undertaken in India and Russia as the efforts there get under way.
Kaiser’s Philosophy On Media Campaigns
Media can help break the silence that sur- rounds issues such as AIDS. This is especially critical in countries with emerging HIV epi- demics, such as Russia and China, where the political leadership has been slow to take on the issue. The recent media leaders’ summit in India, hosted by the prime minister, demon- strated the potential of such efforts to mobi- lize political, social, and business leadership.
Kaiser has approached its entertainment media partnerships as business propositions with a philanthropic purpose. It seeks specific agreements from companies that it works with, detailing the commitments in formal memoranda of understanding. When possible, Kaiser asks companies to designate a senior- level, in-house point-of-contact to help make the initiative a part of the corporate structure. Its campaigns are undertaken in much the same way that any commercial product would be marketed—by using the best creative teams to help develop compelling messages for the target audience and securing commitments that ensure that they are seen on the right tele- vision shows in the right time slots. The differ- ence is that Kaiser’s “product” is HIV/AIDS awareness and prevention, not sneakers or beer. But the ads and shows that it helps produce are no less professional or edgy than ads for com- mercial products or other entertainment.
Kaiser understands that media are only one element of the fight against HIV, but it is an important one—especially when it comes to reaching youth—and it is viewed as one of sev-
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eral areas in which Kaiser can make a contri- bution. Kaiser’s proposition to media compa- nies is that they can entertain, make money, and do good at the same time.
B. Thomas, “What the World’s Poor Watch on TV,” Prospect, January 2003, as cited in World Press Review, March 2003, www.worldpress.org/ Europe/947.cfm (28 March 2005).
Industry estimate provided by MindShare to the Henry J. Kaiser Family Foundation, January
MindShare is a global media buying and analysis company, www.mindshareworld.com/ home.asp.
Henry J. Kaiser Family Foundation, “Survey of Americans on HIV/AIDS—Part One: Global HIV/AIDS,” June 2004, www.kff.org/kaiserpolls/ pomr060204pkg.cfm (4 March 2005).
Transatlantic Partners against AIDS, “Russian Media Project to Combat HIV/AIDS,” www .tpaa.net/projects_media.html (4 March 2005).
Global Media AIDS Initiative, “First-Ever Global HIV/AIDS Creative Meeting at the United Na- tions Brings Together Creative Experts from Thirty-five Media Companies,” Press Release, 23 November 2004, www.kff.org/hivaids/ phip112304nr.cfm (4 March 2005).
Kaiser Family Foundation, “Media Leaders Com- mit Resources to Addressing HIV/AIDS in India,” Press Release, 6 January 2005, www.kff.org/ hivaids/phip010605nr.cfm (4 March 2005).
Heroes Project, “About Us,” www.heroesproject india.org/heroes_about.html (4 March 2005).
. MTV, “Fight for Your Rights: Protect Yourself,”
www.mtv.com/onair/ffyr/protect (4 March 2005); Black Entertainment Television, “RAP-IT- UP,” www.bet.com/Site+Management/Packages/ New+Rap-it-up.htm (4 March 2005); Univisión Communications, “Entérate: Protégete cam- paign,” www.univision.com/content/channel .jhtml?secid=8249 (4 March 2005); and Viacom and Kaiser Family Foundation, “KNOW HIV/ AIDS: Learn about the Campaign,” www.know hivaids.org/learn.html (4 March 2005).
Kaiser Family Foundation, Reaching the MTV Gen- eration: Recent Research on the Impact of the Kaiser Fam- ily Foundation/MTV Public Education Campaign on Sexual Health, December 2003, www.kff.org/ entmedia/Reaching-the-MTV-Generation.cfm (4 March 2005); and Kaiser Family Foundation, Assessing Public Education Programming on HI /AIDS: A National Survey of African Americans, October 2004, www.kff.org/entmedia/7182.cfm (4 March