November 26, 2008

NEWS / ARTICLES: World AIDS Day efforts utilize youth, new media

World AIDS Day efforts utilize youth, new media

WASHINGTON: A number of organizations are executing campaigns to keep HIV prevention in focus for World AIDS Day on December 1. MTV, the Global AIDS Alliance, and are three organizations developing PR for the campaigns, ranging from rallies in Washington to new media initiatives.

MTV's decade-old “Staying Alive” HIV and AIDS prevention campaign kicked off the World AIDS Day PR campaign on November 6 at the European Music Awards, said Seema Alibhai, director of corporate communications for MTV Networks International. PR aspects include PSAs about safe sex and a presence on MySpace and Facebook. It is handling PR in-house.

“We have a ready-made audience,” Alibhai said of its 15- to 24-year-old target audience. “This is an issue that fits with the MTV demographic.”

Its PR tactics also include the promotion of the documentary The Diary of Kelly Rowland, which follows the singer as she visits Africa and goes through AIDS testing. Rowland will also participate in media interviews about her experience.

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