Leveraging the Power of the Media to Combat HIV/AIDS

This article describes the Henry J. Kaiser Family Foundation's efforts toward helping combat the spread of HIV/AIDS by engaging worldwide media companies in public education which provides communications expertise, creativity, advertising space, other programming and editorial material. The article outlines how Kaiser and its partners use a unique model that is expanding to work with some of the largest media companies in the world. The Kaiser Foundation contends that concerned organisations must develop creative strategies to leverage resources in order to have the greatest impact; and further, that media companies can entertain, make money, and do good at the same time.

The Kaiser Foundation's public education partnership model was developed in collaboration with U.S. media companies, including MTV, Univision, Black Entertainment Television (BET), KNOW HIV/AIDS, a partnership with Viacomand and the campaigns: "Fight for Your Rights: Protect Yourself;" Rap It Up: and Entérate: Protégete (Get Informed/Protect Yourself). These groups together helped create a plan which includes: research; briefings for writers, producers, and other media staff; guidance on message development; funds to support programme production; and the creation of informational resources for consumers. The media partners contributed creative and communications expertise; on-air programming on the issues addressed by the campaign; and guaranteed
placement of the PSAs and other content to reach target audiences.

Kaiser differentiates its approach from traditional public service efforts by reinforcing its messages beyond public service announcements (PSAs) into other programming and editorial content. The article offers the example of how the KNOW HIV/AIDS campaign incorporates HIV/AIDS into the storylines of popular television shows produced by Viacom, such as Becker (CBS) or Girlfriends (UPN), which is seen by millions of viewers. Kaiser furthers its efforts by
conducting briefings for CBS and UPN executives, producers and writers - one-on-one - at the beginning of the television season. Kaiser also produces
long-term special programming on HIV/AIDS and related topics in partnership with MTV, BET, and Univisión.

Another approach used by Kaiser, to ensure that the issue of HIV/AIDS is well presented in the media, is to work with partner companies who designate a
senior-level, in-house point-of-contact to help make the initiative a part of the corporate structure. This helps promote campaigns which are undertaken
similarly to any commercial product so that creative teams help develop compelling messages for the target audience and securing commitments that ensure that they are seen on the right television shows in the right time slots. While Kaiser’s "product" is HIV/AIDS awareness and prevention, and not sneakers or beer,

the ads and shows that it helps produce "are no less professional or edgy than ads for commercial products or other entertainment."

This model of media partnership is being replicated in other countries. In Russia, the campaign entitled "StopSPID," is estimated at costing over $200
million over three years; in India, Star India’s commitment to the Heroes Project is approximately $15 million over three years while other media commitments are in the process of being valued.