FIRST HIV/AIDS SUPER BOWL SUNDAY SPOT TARGETS GROUPS AT RISK
KNOW HIV/AIDS PSA To Air During Pre-Game Show on CBS
New York, New York, January 27, 2004 – The first HIV/AIDS ad to air during Super Bowl Sunday is part of the KNOW HIV/AIDS global media campaign launched last year by Viacom, one of the largest media companies in the world, and the Henry J. Kaiser Family Foundation, a leader in health information and research. The spot was produced by DDB Bass & Howes, a division of DDB Seattle, and will air during the Super Bowl XXXVIII Pre-Game Show on CBS.
The :20 public service announcement (PSA) focuses on young people under 25 years old, who today account for more than half of new HIV infections both in the U.S. and worldwide. According to UNAIDS projections, it is estimated that 45 million more people worldwide will contract HIV by the end of the decade if nothing changes. If current trends persist, twenty million or more will be under the age of 25. But, it doesn’t have to happen; HIV is preventable.
“The Super Bowl is a tremendous opportunity for the KNOW HIV/AIDS campaign to draw attention to the global HIV/AIDS pandemic,” said Drew E. Altman, Ph.D., President and CEO, Kaiser Family Foundation.
"We are very proud to offer time during our coverage of the Super Bowl to this worthy cause," said Leslie Moonves, Chairman and CEO, CBS. "With an average audience of more than 88 million viewers each year, the Super Bowl has proven to be the most effective way to reach a national audience, and we're pleased to provide this platform to educate and inform the public about this important issue."
"So much of HIV work pulls at your heartstrings and goes for shock value, but we wanted to use a strong visual image to appeal to your head,” said Candy Cox, Managing Partner DDB Bass & Howes. “We wanted this spot to educate the general population, and especially youth, that the threat exists but we have the power to conquer it.”
The spot opens with the simple shot of a dumpster in an alley. A voiceover begins, “Twenty million young lives thrown away. That’s how many could contract HIV in the next few years. But it doesn’t have to be like that.” Then, the top of the dumpster is pushed open from inside, and young people of all races begin climbing out as if liberated, released. The voiceover continues, “HIV is preventable. Go to KNOW HIV AIDS dot org.” In the end, the camera reveals thousands of young people who have escaped from the dumpster, signifying hope. Knowhivaids.org is shown to drive traffic to the Web site.
In the more than two decades since the epidemic began, 60 million people worldwide, including about 1.5 million in the U.S., have become infected; more than 20 million across the globe have died.
About DDB Bass & Howes
DDB Bass & Howes, a division of DDB Seattle, works to move sensitive health and social issues, as well as timely environmental initiatives into the mainstream. The group specializes in providing expert public affairs and communications counsel to not-for-profit organization, foundations, government and corporations. The groups’ capabilities include advertising and public relations, public policy, Capitol Hill strategy and advocacy, and direct marketing. DDB Bass & Howes has offices in Washington, DC, New York and Seattle. DDB (www.ddb.com) is one of the leading advertising agency networks in the world with 206 offices in 96 countries.
About KNOW HIV/AIDS
KNOW HIV/AIDS is an unprecedented, global media campaign that combats HIV/AIDS through public service messages (PSAs), television and radio programming, and free print and online content. The multi-year effort combines the public health expertise of the Kaiser Family Foundation with the power of Viacom's media brands and unmatched audience relationships to foster awareness of the disease and its prevention. More information about KNOW HIV/AIDS is available through the initiative's comprehensive Web site, www.knowhivaids.org, or toll-free number 1-866-344-KNOW (5669).
About Viacom Inc.
Viacom is a leading global media company, with preeminent positions in broadcast and cable television, radio, outdoor advertising, and online. More information about Viacom and its businesses is available at www.viacom.com.
About The Henry J. Kaiser Family Foundation
The Henry J. Kaiser Family Foundation is a non-profit, private operating foundation dedicated to providing information and analysis on health issues to policymakers, the media, and the general public. It is not associated with Kaiser Permanente or Kaiser Industries. Information on HIV/AIDS is available at www.kff.org/hivaids/index.cfm.
