Viacom and the Kaiser Family Foundation are teaming to create "think HIV," a multiplatform, interactive approach to AIDS education and activism.
The program was launched June 5, the 25th anniversary of the first documented case of the disease.
MTV has long made AIDS a priority public-service campaign given the disease's younger skew, the same demo as its core audience.
“The MTV audience has never known a day without HIV, and young people around the world are at the center of the epidemic,” said MTVN Entertainment President Brian Graden in announcing the campaign.
Think HIV, an offshoot of the think: Sexual Health campaign, will include a heavy online component as well as network programming and public-service announcements.
Broadcasting & Cable Newsletter
The smarter way to stay on top of broadcasting and cable industry. Sign up below
Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.