Cable Positive to Present HIV PSAs

NEW YORK Cable Positive, which produces PSAs for cable television systems, broke a campaign to coincide with World AIDS Day , which is being held today.

Two 30-second spots, created pro bono by Romoff, Newman, Cesark & Daraio of New York, show young people engaged in daily activities, juxtaposed with the text, “Is today the day you get HIV?” “Photo Booth” sees a smiling urban couple taking pictures during a date, and “Taxi” shows three young women en route to a party. Supporting print follows the same theme, including young women preparing for dates and one in which two men are relaxing in each others arms.

In the spots and print, viewers are directed to a Web site, Istodaytheday.org, and toll-free number, 800-909-2DAY, for information. The spots also feature hip modern music as part of the effort to appeal to the target audience. “Everybody in the Morning” by U.K.-based Lockdown Project plays in “Photo Booth” and “Are You Havin’ Fun?” by NU is heard in “Taxi.”

“Cable television is in a unique position to reach millions of America’s young people who watch cable programming daily,” Steve Villano, president and CEO, Cable Positive, said in a statement. “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.”