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CABLE POSITIVE LAUNCHES
HIV PREVENTION CAMPAIGN FOR WORLD AIDS
DAY, IS TODAY THE DAY YOU GET HIV? Integrated Campaign Targets Youth Market with the Unexpected NEW YORK, NY - November 20, 2003 “Cable television is in a unique position to reach millions of America’s young people who watch cable programming daily,” noted Steve Villano, President & CEO, Cable Positive. “Cable Positive works with networks and systems to ensure young people obtain the information needed to help them make educated decisions about preventing the transmission of HIV, the virus that causes AIDS.” For the past ten years, Cable Positive has produced television PSAs and distributed them to cable networks and systems nationwide in order to promote awareness, education and prevention in the fight against HIV/AIDS. This year marks the organization’s first-ever integrated campaign, created pro bono by Romoff, Newman, Cesark, Daraio, llc (RNCD), a full service marketing and communications company. “We jumped at the opportunity to spearhead the creative process for this important project,” said Barbara Newman, RNCD partner/creative. “Informing young Americans that they have the power to make smart choices is critical to their well-being and quality of life.” Television and print ads drive the audience to the campaign web site (www.istodaytheday.org) and/or toll free number (800.909.2DAY). Consumers that visit the web site will find an extension of the campaign that educates and empowers the audience. Visitors can learn about safer sex, get facts on testing, and even read real stories from young people on how they personally deal with HIV/AIDS. When a consumer calls 800.909.2DAY they will be connected with a live operator at the CDC for answers to questions about HIV/AIDS. RNCD donated creative and strategic services and tapped friends in the industry to do the same. Almost every element of the campaign was an in-kind donation. The agency worked with MacGuffin Films and director Henning Winkelmann to stage a one day shoot for the production of the two 30-second television spots. Winkelmann in turn looked to a colleague in the music industry to find tracks that would help communicate Cable Positve’s message and match the energy of the spots. The result was the donation of “Everybody in the morning” by Lockdown Project, a hot young band from the UK, for “PHOTO BOOTH” and “Are You Havin’ Fun?” by NU taken from their latest album AlphaBravoShockpopDisco for “TAXI.” Rebel Kessler at Blue Rock Editing stepped in to handle post-production of both TV spots. The print portion of the campaign integrated scenes from the television spots and used original photography from Robert Gallagher to specifically target the demographic segments most affected by HIV/AIDS. Web site concept and project management were handled by RNCD with Liz Young Studio, llc stepping in to head up web design. About RNCD ABOUT CABLE POSITIVE |
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