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New Media-Led Effort Responds to AIDS Crisis in Black America
Date:6/25/2009

action," said Drew E. Altman, Ph.D., President and CEO, Kaiser Family Foundation, which is coordinating media commitments and managing campaign production. According to the same survey, 44 percent of Black Americans name media as their primary source of information about HIV/AIDS, far more than any other single source, including family or health care providers.

Inspired by a line in a speech by President Obama on World AIDS Day in 2006, the central idea behind the Greater Than AIDS message, which is presented as an "internal dialogue" within the Black community, seeks to inspire hope and promote the possibility of change in the AIDS epidemic facing Black America through the united actions of individuals, families and communities. Greater Than AIDS stresses six specific actions in response to the epidemic: being informed; using condoms; getting tested--and treated, as needed; speaking openly; acting with respect; and getting involved.

The campaign's logo is the mathematical symbol for "greater than." This simple image visually and readily conveys unity and empowerment. The symbol also has the effect of suggesting forward action - like an arrow. The symbol is mimicked in the popular hand sign for "peace" rotated 90 degrees.

"The central idea behind the campaign is to remind us as Black Americans that we are greater than any challenge we have ever faced, and that we are Greater Than AIDS as well," said Phill Wilson, Founder and CEO of the Black AIDS Institute, which is advising on the initiative. "It is about a shared responsibility in the face of AIDS - and hope for the possibility of an HIV-free future."

The Greater Than AIDS campaign is being developed and distributed by the Black AIDS Media Partnership (BAMP), a coalition of leading media companies. It is being produced in collaboration with Act Against AIDS, a major five-year communications ef
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SOURCE Henry J. Kaiser Foundation
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