PRNewswire - Tuesday November 28, 2000

"HIV/AIDS is without question one of the most critical health issues in the African-American community today," said Robert L. Johnson, chairman and CEO of BET Holdings II, Inc., parent company of the BET network. "BET, as the nation's leading communications access point to African Americans, is uniquely positioned to raise awareness and educate our community about this health epidemic. Through the Rap-It-Up campaign, BET and its partners will seek to inform and provide resources that empower African Americans to lead healthier lives."

BET's Rap-It-Up is an ongoing campaign, which will leverage multiple tools and resources throughout the next year. Key elements of the initiative include:

* Public service announcements, a documentary and integrated programming on BET to educate African Americans on the HIV/AIDS epidemic, dispel myths about the disease and encourage safe sexual practices;

* General health care services, medical testing and HIV/AIDS education through the Rap-It-Up HealthMobile, which will tour nine urban areas throughout 2001; and

* Networks of partnerships and organizations linked with the Kaiser Family Foundation, Magic Johnson Foundation, Cable Positive and LIFEBeat under the Rap-It-Up umbrella offering ongoing access to community-based resources, including a toll-free number for assistance: 1-866-RAP-IT-UP (1-866-727-4887); and an internet presence at http://www.rap-it-up.com.

"When it comes to combating HIV and AIDS, information can literally mean the difference between life and death," said Marsha Lillie-Blanton, vice president of health policy for the Kaiser Family Foundation. "That's why we applaud BET for launching the new Rap-It-Up campaign to reach young people in a variety of ways with information on safer sex, protection, and testing. This is corporate leadership that will greatly benefit the Black community."

BET chose the name Rap-It-Up as a creative connection to its music-based programming that is particularly popular in urban markets. Kelli Richardson, BET senior vice president for corporate marketing and communications, said that being able to brand the initiative is key to helping its messages rise above the clutter of other public and private HIV/AIDS initiatives.

"We are pleased to unite with our partners in this effort and have designed a campaign to reach underserved urban communities," said Richardson.

"With Rap-It-Up, we will leverage the strength of BET as a trusted voice in the African-American community; and act as a catalyst for dialogue, education and action."

Richardson said that BET would use its television network programming, broadcast talent and relationships with cable systems as the primary means of delivering the Rap-It-Up messages. When the Rap-It-Up HealthMobile is launched in the spring of 2001, planned tour cities include Miami, Chicago, Houston, Los Angeles, Philadelphia, New York, San Francisco, Newark and Washington, DC.

About the "Rap-It-Up" National Partners

The Henry J. Kaiser Family Foundation is a highly specialized health policy research and health communications organization that provides timely information on health issues to policymakers, the media and the public. Its programs concentrate on three primary areas: Health Policy, Media and Public Education, and South Africa. The foundation directly operates most of its own programs, often in partnership with other organizations. It contracts with and provides grant support to a wide variety of individuals and organizations to advance its program objectives.

The Magic Johnson Foundation (MJF) is a non-profit organization that focuses on improving and addressing the health, educational and social needs of those residing in the inner city. The Foundation has a strong commitment to raising awareness about several health and social concerns that threaten under-served communities by implementing health initiatives. In addition, other MJF components include: grant making, scholarship, social and cultural programs.

LIFEBeat is a national non-profit HIV/AIDS resource and awareness organization dedicated to mobilizing the talent of the music industry in order to: provide grants to community-based HIV/AIDS service organizations; empower members of the music industry living with HIV/AIDS by offering access to information, services and financial assistance; distribute condoms and other prevention materials and disseminate information on HIV/AIDS prevention and services in concert venues through our Tour Outreach program; provide live musical performances to people with HIV/AIDS in Manhattan healthcare and direct service facilities through our Hearts & Voices Program.

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 is dedicated to unifying the talents, resources, access and influence of the communications industry to raise AIDS awareness; to fund AIDS education, research and care; and to promote a more compassionate climate for people whose lives have been affected by HIV and AIDS. Cable Positive has grown to include supporters from every major cable network, MSO, system, hardware manufacturer, trade association, media publication, and affiliated industry vendors and suppliers. For more information about Cable Positive, call 212-852-5190 or visit http://www.cablepositive.org.

Black Entertainment Television (BET), a subsidiary of BET Holdings II, Inc., is the nation's only 24-hour television network providing quality programming targeted toward the African-American audience. BET reaches more than 63 million cable households according to Nielsen media research.

What African-American Leaders Say About BET's Rap-It-Up

Kweisi Mfume, NAACP

"At a time when the lives of generations of African Americans are at risk, the NAACP welcomes the effort of BET and its partners. This initiative will not only raise awareness to this modern-day plague in our community, but hopefully initiate a long overdue call to action against HIV/AIDS."

Hugh Price, National Urban League

"What has been missing from the formula to solve the HIV/AIDS dilemma in the African-American community has been the right delivery channel for the messages of testing, prevention, counseling and, if needed, treatment. This initiative from BET and its partners creates the very channel through which those messages can be delivered."

Rev. Jesse Jackson, PUSH/Rainbow Coalition

"We can no longer wait for the scourge of HIV/AIDS to simply go away. It will not. Therefore, it is critical that efforts like the BET Rap-It-Up initiative succeed. We support both the effort, and the commitment of the multiple resources that must be brought to bear in the African-American community."

Jane Smith, National Council on Negro Women

"For far too long, the African-American community has treated HIV/AIDS as the secret disease that was not our problem. This is clearly not the case, and thus it is time for action. BET is definitely on target in playing a leadership role in building bridges of information, understanding and access to health services for our underserved African- American communities."

Danny Bakewell, National Brotherhood Crusade

"It's clear that BET and the partners in this national effort aren't just giving lip service to the crisis of HIV/AIDS. They are committing exactly the kind of resources and tools needed to open all of our eyes to what's at stake for the future of African-American men, women and children."

Rev. Al Sharpton, National Action Network

"As proponents of our own communities addressing its own issues, we applaud BET leading this initiative. Without information and access to healthcare services around HIV/AIDS our communities stand in peril. This effort could not be better timed."

The Honorable David Satcher, United States Surgeon General

"Our country faces perhaps its gravest medical challenge in HIV/AIDS. We are proud that BET has made addressing this issue a priority for the African-American community. This aligns with key health focus areas the we have identified as critical for all Americans."

Visit BET on the web at http://www.BET.com .

SOURCE Black Entertainment Television, Inc. Web Site: http://www.BET.com

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