Important note: Information in this article was accurate in 2002. The state of the art may have changed since the publication date.
PRNewswire - November 12, 2002
More than 60 million people around the world currently have the HIV virus or have died of AIDS, leaving more than 14 million children orphaned around the world. Despite these statistics, many Americans are unaware of the prevalence and deadliness of the AIDS epidemic today. According to the United Nations Secretary-General Kofi Annan, "we are not doing enough in the war against AIDS." "By getting involved in the Apathy is Lethal campaign every American can do something to help combat the epidemic," said UN Foundation President Timothy E. Wirth.
Sponsored by the United Nations Foundation and created pro bono by ad agency Leo Burnett USA, the new campaign uses a portrayal of children orphaned by AIDS in an effort to raise awareness of the global AIDS crisis. The television PSAs depict a world in which young children live without the help and love of parents and other adults. The spots conclude with a voiceover by actor Michael Douglas equating the 14 million children orphaned as a result of AIDS with every child under the age of five in America. Viewers then see and hear the campaign tagline, "AIDS is preventable. Apathy is lethal." In addition to the television PSAs, the campaign also includes radio, print, and out-of-home ads. To view the work, visit http://www.leoburnett.com/breaking/un/.
According to Peggy Conlon, President & CEO of The Advertising Council, "I believe that this advertising developed beautifully by Leo Burnett can and will raise widespread awareness of the global AIDS crisis and communicate to all Americans that there are simple things that they can do to make a difference -- a message I am confident the media will support with significant pro bono resources."
AOL Time Warner has already pledged support to the campaign through its media resources, from TV to print. Cable Positive, a non-profit organization, has also partnered with the campaign in an effort to extend the reach of the messages through the cable and telecommunications industry. Cable Positive will help distribute the PSAs and conduct outreach nationwide on behalf of the campaign.
The PSAs encourage viewers, listeners and readers to visit http://www.apathyislethal.org or call the toll free number, 1-866-AIDS-FUND, to find ways to help support this cause.
"We hope these public service advertisements will serve as a wake-up all for Americans to recognize the depth of the AIDS problem through the eyes of children and take action," said Timothy E. Wirth, President of the United Nations Foundation. "It's a crisis that affects all of us and it demands all of our attention and efforts if we are to prevent the continued spread of the disease," said Wirth.
"The purpose of the advertising is to create meaningful awareness of the AIDS problem and to break down inaccurate perceptions of the crisis," said Leo Burnett USA Vice Chairman and Deputy Chief Creative Officer Mark Tutsel. "The AIDS pandemic has long been portrayed in terms of dying people in far-away places. We focused on the living -- children who are orphaned by this global problem."
The Ad Council is distributing the PSAs to more than 28,000 media outlets nationwide. Per the Ad Council's model, they will run in advertising time and space that is donated by the media.
United Nations Foundation
The United Nations Foundation was established in 1998 to administer R.E. Turner's unprecedented gift of $1 billion to support the United Nations and its causes. To achieve its objectives, the UN foundation provides grants to UN Agencies, Funds, and Programs for work in the area of women and population; children's health; the environment; peace, security, and human rights; and works to bring other private sector parties together in partnership.
Leo Burnett USA
Leo Burnett USA is the flagship office of Leo Burnett Worldwide, Inc., (http://www.leoburnett.com ), a global advertising/marketing network of over 200 operating units, including 98-full service advertising agencies in 84 countries. With worldwide billings of $9.9 billion in 2001, Leo Burnett is a wholly owned subsidiary of Paris-based Publicis Groupe (http://www.publicis.com ), the world's fourth largest marketing communications holding company.
The Advertising Council
The Ad Council is a private, non-profit organization with a 60-year history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. The Ad Council has produced thousands of public service campaigns that address the most pressing social issues of the day. Ad Council icons and slogans are woven into the very fabric of American culture -- from Smokey Bear's "Only You Can Prevent Forest Fires" and McGruff the Crime Dog's: "Take A Bite Out of Crime," to the United Negro College Fund's: "A Mind is a Terrible Thing To Waste," and "Friends Don't Let Friends Drive Drunk." Last year, the Ad Council received more than $1.58 billion in donated media on behalf of its campaigns. To learn more about the Ad Council and its campaigns, visit its website, http://www.adcouncil.org .
SOURCE United Nations Foundation
Web Site: http://www.adcouncil.org http://www.leoburnett.com
http://www.publicis.com http://www.apathyislethal.org
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