Important note: Information in this article was accurate in 1999. The state of the art may have changed since the publication date.
PRNewswire - October 27, 1999
"We all know that the HIV/AIDS epidemic is now disproportionately affecting people of color, but too many education and prevention campaigns have continued to use a mainstream approach to reach a non-mainstream audience," said MEE President Ivan J. Juzang. "By using video, a medium which people of color respond to very positively, we have been able to incorporate the cultural perspectives of the people whose lives we are trying to save. Viewers feel that their experiences, though sometimes difficult, are legitimate and valuable, because they see the lives of people just like them reflected on the screen." The 23-minute video, based on months of focus group research, includes actual people living with the disease, an example of a support group, and comments from a physician who specializes in the treatment of HIV for people of color.
The video was created to help adults diagnosed with HIV better understand the range of treatment options and services, and to encourage them to become actively involved in choosing a treatment regimen that fits their lives. Reflecting MEE's respect for the oral communications culture prevalent in many urban environments, the video was designed to generate positive "word-of-mouth" throughout the community about the importance of HIV treatment.
"Community Action Teams" will distribute the free video at appropriate events and activities throughout communities. It will also be made available through MEE's Website and by calling a toll-free telephone number. The issues tackled include:
-- Understanding the importance of treatment,
-- Accessing treatment resources in one's community,
-- Feeling in control and empowered in living with HIV/AIDS, not dying from it,
-- Dealing with hidden concerns and anxieties around HIV and its long-term treatment, and
-- Potential barriers to an effective treatment regimen.
"There are too many people who feel abandoned and alone in their fight to live with HIV," said Juzang. "They need a message of hope in order to keep on fighting and `Life is What You Make It' says it all. Agouron Pharmaceuticals has been at the forefront of identifying and delivering positive messages to all communities. Their support made it possible to reach people who really need it most."
MEE Productions, a Philadelphia-based company, first received national attention in 1992 with the release of The MEE Report: "Reaching the Hip-Hop Generation", a study on the cultural and communication dynamics of urban teens funded by The Robert Wood Johnson Foundation. The company was selected for this project based upon its combination of cutting-edge, research-based methodologies, and its ability to design and execute culturally relevant, yet cost-effective public health campaigns.
The "Life is What You Make It(TM)" video is the latest in a series of HIV/AIDS communications projects MEE has managed over its 10-year existence. Other clients have included the U.S. Centers for Disease Control and Prevention (CDC), Philadelphia's Health Department, the National Institutes of Health (NIH), and UNICEF South Africa. The company's productions have won national awards from organizations such as American Women in Radio and Television, the National Black Programming Consortium, and the New York Film Festivals.
For information on the "Life is What You Make It(TM)" video and related support materials, contact MEE at 1-877-MEE-PROD or visit the web site at http://www.meeproductions.com. "Life is What You Make It" is a registered trademark of Agouron Pharmaceuticals, Inc.
SOURCE MEE Productions Inc.
CONTACT: Jewel Love of MEE Productions, 202-296-2601, or 215-829-4920/
Web Site: /http://www.meeproductions.com /
991027
PR991049
Copyright © 1999 - PRNewswire. All rights reserved. Reproduced with permission. Reproduction of this article (other than one copy for personal reference) must be cleared through PRNewswire, Permissions, 810 Seventh Ave., 32nd Floor, New York, NY 10019 http://www.prnewswire.com.
AEGiS is a 501(c)3, not-for-profit, tax-exempt, educational corporation. AEGiS is made possible through unrestricted funding from Broadway Cares/Equity Fights AIDS, Elton John AIDS Foundation, National Library of Medicine, and donations from users like you.
Always watch for outdated information. This article first appeared in 1999. This material is designed to support, not replace, the relationship that exists between you and your doctor.
AEGiS presents published material, reprinted with permission and neither endorses nor opposes any material. All information contained on this website, including information relating to health conditions, products, and treatments, is for informational purposes only. It is often presented in summary or aggregate form. It is not meant to be a substitute for the advice provided by your own physician or other medical professionals. Always discuss treatment options with a doctor who specializes in treating HIV.
Copyright ©1980, 1999. AEGiS. All materials appearing on AEGiS are protected by copyright as a collective work or compilation under U.S. copyright and other laws and are the property of AEGiS, or the party credited as the provider of the content. .