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CABLE POSITIVE LAUNCHES JOIN THE FIGHT - A NEW HIV/AIDS AWARENESS AND PREVENTION CAMPAIGN IN SUPPORT OF WORLD AIDS DAY, DECEMBER 1, 2004 Joel Schumacher Directs PSAs Featuring Jamie-Lynn DiScala, Jennifer Esposito, Nathan Lane, Chris Meloni and Jeffrey Wright NEW YORK, NY - November 22, 2004 Cable Positive enlisted the talents of acclaimed director Joel Schumacher (THE PHANTOM OF THE OPERA, PHONE BOOTH, ST. ELMO’S FIRE) and celebrity spokespersons Jamie-Lynn DiScala (THE SOPRANOS), Jennifer Esposito (TAXI, SPIN CITY), Nathan Lane (THE PRODUCERS, BIRDCAGE), Christopher Meloni (LAW & ORDER: SPECIAL VICTIMS UNIT), Jeffrey Wright (ANGELS IN AMERICA) to declare personal messages of how they have joined the fight against HIV and AIDS. Celebrities are enveloped in a red background, symbolizing the color of the fight against HIV/AIDS, as they discuss the state of the epidemic from a statistical and human perspective. The camera slowly moves on them to a close up as they highlight the “enemies of AIDS” – fear, apathy, denial and ignorance. Jamie-Lynn DiScala attacks “fear”, Nathan Lane “apathy” and Chris Meloni “denial” as hindrances for joining the fight. The spot ends with a personal statement from each spokesperson on how they have personally joined the fight. Jeffrey Wright exclaims, “by performing in a play about the disease”, referencing his Tony and Emmy Award winning performances as Belize in Tony Kushner’s Emmy, Tony and Pulitzer prize winning play about the AIDS epidemic Angels in America, while Jennifer Esposito states very emotionally, “I was ignorant to think no one I knew could be infected, and then someone was”. The campaign hits cable networks and systems this World AIDS Day, December 1, 2004. Each national spot for the campaign directs viewers to a www.cablepositive.org/jointhefight, a website dedicated to providing information how to better educate yourself about HIV/AIDS, general information on HIV testing, how to volunteer your time and efforts to the cause, and provides some on ideas on how to talk to your friends, family and loved ones about the epidemic. The website will offer the opportunity to send an e-card that showcases an HIV/AIDS awareness and prevention message -- a great way to begin a discussion on a what is tough topic for people to discuss. It complements the organization’s main website offering up-to-date information on current news headlines on HIV/AIDS, medical information and a section of frequently asked questions about testing, transmission and prevention. The spots were produced in collaboration with Greg Pace of Kismet Films. Cable networks and systems wanting to participate in the JOIN THE FIGHT campaign should contact Dana Levitt at dana@cablepositive.org or 212.459.1547.ABOUT CABLE POSITIVE |
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