Viacom Launches AIDS Awareness Campaign
Viacom is launching its first ever cross promotional campaign across its outdoor, publishing and cinema and retail properties to raise awareness of HIV and AIDS.
This week Viacom Outdoor buses across the UK will carry ads supporting the campaign, which launched in the US earlier this year.
The campaign is designed to increase awareness of HIV and AIDS, encourage people to get tested and fight the growing complacency that exists among all age groups. In the last year alone, HIV infections increased 26% in the UK. The initiative has been developed with the Staying Alive programme in association with the Henry J. Kaiser Family Foundation in the US and National AIDS Trust.
Commenting on the initiative, Mel Karmazin, president and chief operating officer of Viacom, said: “Viacom’s portfolio of strong consumer brands has a unique way of reaching the UK population across multiple media platforms.”
He continued: “We hope the Staying Alive campaign helps to inform people about HIV and AIDS and encourages them to get tested for the virus. Partnering with the Kaiser Family Foundation and the National AIDS Trust, we encourage other media companies and outlets to use the Staying Alive campaign materials rights free to get HIV and AIDS awareness messages out to the widest possible audience.”
Targeting all age groups, the ads will appear on Viacom Outdoor buses nationwide and on the London Underground to encourage consumers to call the Department of Health’s free and confidential Sexual Health Line on 0800 567 123 or visit the campaign s dedicated Web site, www.staying-alive.org.
Earlier this year Viacom Brand Solutions and Viacom Outdoor combined their retail and outdoor advertising offerings with the creation of a new service called Viacom Plus (see Viacom Launches Integrated Sales Service).
Viacom Outdoor: 020 7482 3000 www.viacom.com
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