CABLE POSITIVE ENGAGES CELEBRITY ACTIVISTS MATTHEW BRODERICK, ROSARIO DAWSON,
JIMMY FALLON AND OTHERS TO PARTICIPATE IN NEW HIV/AIDS AWARENESS AND PREVENTION CAMPAIGN –
WEAPONS OF MASS INSTRUCTION
More Than 100 Cable Outlets Support the Campaign
Including AMC, Lifetime and VH1
NEW YORK, NY -
November 30, 2005
Cable Positive, the cable and telecommunications AIDS action organization, has
enlisted the support of acclaimed director Bart Freundlich (The Myth of Fingerprints)
and celebrity activists Matthew Broderick (Ferris Bueller’s Day Off, The
Producers), Billy Crudup (Almost Famous, Stage Beauty), Rosario
Dawson (RENT), Jerry Ferrara (HBO’s Entourage), Jimmy
Fallon (former Saturday Night Live
cast member), Allan Houston (NBA star), Idina
Menzel (TONY award winner for WICKED,
RENT), S. Epatha Merkerson (EMMY award winner for HBO’s Lackawanna Blues,
Law & Order) and Miss Universe 2005, Natalie Glebova to participate in phase
two of the organization’s award-winning JOIN THE FIGHT campaign - Weapons
of Mass Instruction. The year-long campaign takes a positive and proactive stance
on the fight against HIV/AIDS. By promoting ideas and actions, the campaign inspires
people to get involved. GRAMMY award winning music artist India. Aire has generously
donated the song Strength, Courage &Wisdom from her album Acoustic Soul to
score the spots. The new spots were produced in collaboration with Kismet Films.
More than 100 cable outlets will be airing the spots in support of
World AIDS Day, December 1. Cable Positive network partners including
AMC, Lifetime and VH1 will air the spots to reach national audiences,
while cable system partners such as Comcast, Cox and Time Warner Cable
and others will reinforce the message to local communities including
those hit hardest by the disease: Atlanta, Detroit, Los Angeles, New
York, Philadelphia and Washington D.C.
In the Weapons of Mass Instruction campaign, celebrity activists are
shot in black and white. Each discuss the weapons they use in the fight
against HIV and AIDS, their “mind”, “heart” and “voice”.
Each spot directs viewers to www.cablepositive.org/jointhefight, a website
dedicated to important information on HIV/AIDS including testing, prevention
and transmission.
Since its launch in November 2004, Cable Positive’s JOIN THE
FIGHT campaign has received several awards including a PROMAX Gold Award
and a TV Cares Ribbon of Hope Award presented by the Academy of Television
Arts & Sciences. The campaign is dedicated to raising AIDS awareness,
promoting HIV prevention and reducing stigma and fear surrounding the
disease through compelling public service announcements (PSAs) and informative
website.
ABOUT CABLE POSITIVE
Cable Positive is a national non-profit organization that was founded in February 1992 by three concerned cable executives with the mission of organizing cable’s resources in the fight against AIDS. Cable Positive will mobilize the talents, resources, access and influence of the cable and telecommunications industry to raise HIV/AIDS awareness; support HIV/AIDS education, prevention and care; and strive to end stigma by creating a more compassionate climate for people whose lives have been affected by HIV or AIDS. Cable Positive has grown to include supporters from every major cable network, multiple system operator, cable system, hardware manufacturer, trade association, media publication, and affiliated industry vendors and suppliers. Since 1992, Cable Positive has raised more than $14.9 million in the fight against AIDS. For more information about Cable Positive, call 212-459-1502 or log on to www.cablepositive.org.
