HIV-related Programming to Coincide with National Black HIV/AIDS Awareness Day
In the United States, February 7 is National Black HIV/AIDS Awareness Day (NBHAAD). In honour of that day, and as part of its public education partnership with the Kaiser Family Foundation (KFF) called the Rap-It-Up Campaign, in 2007 Black Entertainment Television (BET) launched a series of short films and a youth-focused news special to educate viewers on the impact HIV has had on the minority population in that country. In addition to raising awareness, the TV series is an effort to reduce stigma and to mobilise Black communities to take action to prevent the spread of the disease.
Communication Strategies
This initiative draws on entertainment to bring attention to the disproportionate impact of HIV/AIDS in the Black community and to tackle a host of HIV/AIDS-related issues faced by BET's young African-American audience, including stigma and homophobia, HIV testing, substance abuse, and the impact of HIV/AIDS on personal relationships and family life. BET's lineup of programming is offered to coincide with a national day dedicated to building the capacity of, increasing awareness among, and mobilising participation and support for HIV prevention, care and treatment among African Americans. (For further details on NBHAAD, please click here).
Television is the key medium used here, and creative youth activism/participation is the core strategy. The 2 short films offer "a powerful inside look at the epidemic in African-American communities." First, Reflections, which is a winning film from the first Scenarios USA/Rap-It-Up "What's the REAL DEAL on Growing Up in the Age of AIDS?" National Story and Scriptwriting Contest, was written by 17-year-old Keyana Ray. The film follows 3 young women and the issues they face in a community where HIV infection and drug abuse run rampant. The women learn to lean on each other as they educate themselves about HIV. Behind the Scenes: Reflections is a half-hour documentary featuring footage from the making of Keyana Ray's short film; in conjunction with this programme, a study guide will be distributed nationally to teachers, educators, and community groups to help expand learning opportunities from the film. Second, Odicie, the winner of the 3rd Annual Rap-It-Up/Black AIDS Short Subject Film Competition (RIU/BASS) is a short film detailing the story of 9-year-old Odicie Johnson, whose uncle died from AIDS.
In addition to documentaries that offer realistic, personal portraits of the realities of HIV/AIDS, this initiative focuses on news and information programming. On February 7 2007 (NBHAAD), BET plans to premiere a news special entitled Sex, Myths and the Real Deal, which is a 30-minute show examining common misconceptions that many young adults hold about HIV/AIDS. The news special features fictional reenactments combined with commentary from key stakeholders and prominent figures such as HIV advocates, doctors and medical experts, young people, entertainers, and athletes. A study guide will also be distributed for teachers and community groups to help facilitate discussions about HIV/AIDS and related issues.
Throughout February 2007, BET also planned to air public service announcements (PSAs), jointly produced with KFF, to encourage young African Americans to learn more about HIV/AIDS, to engage in dialogue with their families and partners about the disease, and to get regular HIV tests. In conjunction with this on-air programming, BET and Kaiser are offering new informational and interactive resources about HIV/AIDS on the larger campaign website, which may be accessed by clicking here.
Television is the key medium used here, and creative youth activism/participation is the core strategy. The 2 short films offer "a powerful inside look at the epidemic in African-American communities." First, Reflections, which is a winning film from the first Scenarios USA/Rap-It-Up "What's the REAL DEAL on Growing Up in the Age of AIDS?" National Story and Scriptwriting Contest, was written by 17-year-old Keyana Ray. The film follows 3 young women and the issues they face in a community where HIV infection and drug abuse run rampant. The women learn to lean on each other as they educate themselves about HIV. Behind the Scenes: Reflections is a half-hour documentary featuring footage from the making of Keyana Ray's short film; in conjunction with this programme, a study guide will be distributed nationally to teachers, educators, and community groups to help expand learning opportunities from the film. Second, Odicie, the winner of the 3rd Annual Rap-It-Up/Black AIDS Short Subject Film Competition (RIU/BASS) is a short film detailing the story of 9-year-old Odicie Johnson, whose uncle died from AIDS.
In addition to documentaries that offer realistic, personal portraits of the realities of HIV/AIDS, this initiative focuses on news and information programming. On February 7 2007 (NBHAAD), BET plans to premiere a news special entitled Sex, Myths and the Real Deal, which is a 30-minute show examining common misconceptions that many young adults hold about HIV/AIDS. The news special features fictional reenactments combined with commentary from key stakeholders and prominent figures such as HIV advocates, doctors and medical experts, young people, entertainers, and athletes. A study guide will also be distributed for teachers and community groups to help facilitate discussions about HIV/AIDS and related issues.
Throughout February 2007, BET also planned to air public service announcements (PSAs), jointly produced with KFF, to encourage young African Americans to learn more about HIV/AIDS, to engage in dialogue with their families and partners about the disease, and to get regular HIV tests. In conjunction with this on-air programming, BET and Kaiser are offering new informational and interactive resources about HIV/AIDS on the larger campaign website, which may be accessed by clicking here.
Development Issues
HIV/AIDS, Youth.
Key Points
In the United States, Blacks account for half of new AIDS cases, while representing just 12% of the population. Among Black women aged 25-34, HIV is the number one cause of death, and a leading cause of death among the Black population overall - higher than any other racial and ethnic groups.
Since 1998, the BET and the Kaiser Family Foundation have partnered to operate Rap-It-Up, a sexual health information resource for young African Americans. To date, the campaign has aired more then 16,000 PSAs, generated an audience of over 14 million viewers for its HIV-themed specials and documentaries, managed over 1.2 million hotline calls, and organised over 50 community awareness and mobile sexually transmitted infection (STI) testing events.
Since 1998, the BET and the Kaiser Family Foundation have partnered to operate Rap-It-Up, a sexual health information resource for young African Americans. To date, the campaign has aired more then 16,000 PSAs, generated an audience of over 14 million viewers for its HIV-themed specials and documentaries, managed over 1.2 million hotline calls, and organised over 50 community awareness and mobile sexually transmitted infection (STI) testing events.
Partners
KFF and BET, with Ford Foundation funding.
Sources
KFF Press Release, forwarded to The Communication Initiative on January 24 2007; and the NBHAAD website.
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