NEW YORK Feb. 17, 2011
For its first campaign, Logo is teaming up with the Greater Than AIDS movement on a multi-platform media effort to combat the resurgence of HIV infections among gay and bisexual men. According to a recent study by the U.S. Centers for Disease Control and Prevention (CDC), one in five (19%) of men who have sex with men (MSM) in several major U.S. cities today are HIV positive—and as many as half of those who are infected don’t know it.
Overall, "beCause" aims to support and energize viewers about the many causes they care about in order to help them live happier and healthier lives:
First Effort, With Greater Than AIDS, Tackles HIV Resurgence
Today Logo also begins its partnership with Greater Than AIDS – a national movement to respond to AIDS in America developed and led by the Kaiser Family Foundation and the Black AIDS Institute with additional support from the Elton John AIDS Foundation, Ford Foundation and MAC AIDS.
Recognizing the disproportionate impact of the epidemic among gay and bisexual men, HIV/AIDS is the first issue addressed in Logo’s new "beCause" campaign. This collaboration aims to refocus attention on the crisis facing gay and bisexual men and to inspire unity and action.
beCause: be Greater Than AIDS www.logotv.com/because/hiv/index.jhtml
"We at Logo are proud to be teaming up with Greater Than AIDS on this effort. The partners have always been at the forefront of this disease – ensuring that people have the facts to protect themselves no matter what their status and have access to the best resources," said Sherman.
As the "beCause" campaign progresses, efforts will target other issues challenging the LGBT community including bullying; depression/suicide;
homelessness; and smoking/drug use.
The Logo campaign is the latest chapter in MTV Networks’ award-winning history of developing pro-social campaigns including think MTV, Nickelodeon’s Big Green Help, CMT One Country, VH1 Save The Music Foundation and Spike’s True Dads among many others.
ABOUT GREATER THAN AIDS
the United States www.greaterthan.org
The Kaiser Family Foundation – a leader in health policy and communications – provides strategic direction and day-to-day management, as well as oversees the production of the media campaign. The Black AIDS Institute – a think tank exclusively focused on AIDS in Black America – provides leadership and expert guidance and directs community engagement. Greater Than AIDS is developed in support of Act Against AIDS, an effort by the U.S. Centers for Disease Control and Prevention (CDC) to refocus attention on the domestic epidemic. Additional, financial and substantive support is provided by the Elton John AIDS Foundation, Ford Foundation and MAC AIDS Fund, among others.