VIACOM uses its position as media giant to reach millions of people worldwide through its BET, MTV, and VH1 networks and Paramount Pictures. Focusing on targeted media campaigns, and using state-of-the-art technology, VIACOM makes the most of the media favored by Generations X and Y.
BET’s Rap It Up public education campaign communicates HIV messaging to fans via a website, toll free hotline, and text message service.
The MTV Staying Alive Campaign is a multimedia, global campaign launched in 1998. The largest ongoing HIV/AIDS media campaign, Staying Alive shares video blogs “vlogs” contributed by viewers who tell “This Is Me” stories of life with HIV/AIDS. The project is a long term collaboration between MTV and the Kaiser Foundation.
Through VH1, Viacom teamed up with the Global Fund to Fight AIDS. Starting in 2004, VH1 aired awareness spots that sent viewers to a website where they could learn about HIV/AIDS and act by contributing to the Global Fund. “VH1’s partnership with The Global Fund is an unprecedented step forward in VIACOM’s company-wide effort to help halt the worldwide AIDS epidemic,” said Sumner Redstone, Chairman and Chief Executive Officer of VIACOM. “AIDS is a disease that knows no boundaries and affects everyone. VH1, with the largest audience in its history, is a powerful network that connects its viewers to the heart of pop culture. Now, it is utilizing that reach and influence to get the word out about HIV/AIDS and to bring the mission of the Global Fund closer to the millions of people that tune into the channel every day.”
Paramount Pictures, Viacom’s movie industry holding, shot a feature length documentary that profiles the work of two HIV/AIDS programs in Kenya and Madagascar.
