CP+B Presents HIV Testing as Fashion Brand

ATLANTA Crispin Porter + Bogusky has launched a second series of PSAs about HIV/AIDS testing and prevention as part of its pro bono efforts for the Henry J. Kaiser Family Foundation and Viacom, the agency said.

Two 30- and two 10-second television spots feature hip-hop artist Common, who recites spoken lyrics he wrote for the ads. The Grammy Award winner also is seen in the campaign’s outdoor advertising with the tagline, “Knowing is beautiful.” Three other spoken-word performers join Common in the radio ads.

The MDC Partners shop in Miami launched the first series of ads in the campaign last summer. That work promoted the message that getting tested is trendy and that knowing your HIV status is comforting.

“We wanted to move away from the scary commercials about infection and death that everybody has been doing,” said David Schiff, associate creative director at CP+B, who led the team that produced the campaign. “We wanted to present the testing process as a fashion brand.”

Viacom is donating airtime on all its television networks, including CBS, UPN, MTV, VH1, BET, Nick at Night, TV Land, Comedy Central and Spike TV, as well as its 184 radio stations. The media conglomerate also is donating space for the outdoor campaign, which includes billboards and public transportation signage.