Kaiser Family Foundation and Viacom (KNOW HIV/AIDS)

DDB worked with the Kaiser Family Foundation and Viacom on KNOW HIV/AIDS, a groundbreaking global media campaign. The effort combined the public health knowledge of the Kaiser Family Foundation, the power of Viacom’s vast media brands and the brand-building expertise of DDB to combat HIV/AIDS through public service messages, television and radio programming, as well as free print and online content. Our challenge was to convince the U.S. general population (age 18 and older) and opinion leaders to care about the pandemic at a time when Americans thought HIV/AIDS had no relevance to their lives and that they had no power to have an impact on what they saw as a hopeless situation. To do this, DDB brought to life the question, “What if AIDS affected your community like it affects other regions of the world?”