The campaign includes:
Public Service Announcements:
Since the campaign's launch, BET and Kaiser have teamed up to produce television PSAs to raise awareness about HIV/AIDS in the African American community. Each PSA offers information on HIV/AIDS including messages on testing, protection, stigma and discrimination and talking openly about HIV/AIDS. All PSAs drive to RIU's resources including the toll-free hotline and website.
BET and the Kaiser have partnered on full-length long form programming
to reach young people with information about their sexual health with
a special focus on HIV/AIDS. The shows range in style from teen summit-style
forums hosted by celebrities that feature in-studio audiences with live
discussion to documentaries that explore the disproportionate impact
HIV/AIDS has had on the African American community. The programming
has reached 12 millions of viewrs since its inception.
Special Programming to date includes:
Rap It Up/Scenarios USA Film Contest: Reflections
3rd Annual Rap It Up/Black AIDS Institute Film Contest (2006): Odicie
Sex, Myths and the Real Deal
106th and Park: World AIDS Day Special
Jeff Johnson Chronicles: Sex and Hip Hop
2nd Annual Rap It Up/BAI Film Contest: Multitude of Mercies
2nd Annual Rap It Up/BAI Film Contest: Let's Talk
Open Mic: My Thing
For a list of programming developed before 2005, please visit: www.kff.org/entpartnerships/bet/spec_programming.cfm
Rap It Up/Black AIDS Institute Short Subject Film Competition
The 2006 RIU/BASS film competition winner Odicie details the story of 9-year old Odicie Johnson, whose uncle died - changing her life forever. The nature of his death is a dark family secret kept from her young years; however and unsatisfied Odicie embarks on a journey to find out what really happened to her beloved Uncle Leon. Written by writing team Beverly Abbott, Casey Arrillage and Wyndle Jordan, the short film features legendary actress Sheryl Lee Ralph. The film debuted on BET in February 2007, and will also be screened at the National Black Women & AIDS Conference in Los Angeles, and the National African American AIDS Conference in Philadelphia, PA.
BET, the Black AIDS Institute, and the Kaiser Family Foundation partnered on their second Annual Rap-It-Up/Black AIDS Short Subject (RIU/BASS) Film Competition. For year two of the competition, the YWCA USA, the nation's oldest and largest multicultural women's organization in the world, came aboard as competition sponsor. Following a successful first year that included more than 600 screenplay submissions, the competition gave potential filmmakers another opportunity at cinematic showmanship while tackling the devastating issue of HIV/AIDS. The film competition seeks to highlight the issue of HIV prevention, testing, treatment and the impact of HIV/AIDS on individuals and families in African-American, Afro-Caribbean, and Afro-Latin communities in the United States. The competition awarded two winners, Multitude of Mercies and Let's Talk. Multitude of Mercies depicts the poignant story of a young black minister's struggle with HIV/AIDS-related issues within his church and his Washington, DC neighborhood. Veteran actor Malcolm Jamal Warner plays and HIV/AIDS counselor and R&B artist Raheem DeVaughn plays himself in featured cameos throughout the film, which also challenges the issues of community activism and leadership as it relates to HIV/AIDS. The film was written and produced by a Washington, DC-based writing team made up of Drew Anderson, Justin Follin, Charneice Fox and Michelle Sewell, and aired on BET for World AIDS Day 2005. Let's Talk features Lamman Rucker and Jillian Reeves and tells the story of a beautiful and socially conscious teacher at a school for the deaf. As their relationship evolves, the issue of HIV testing raises a new level of discussion between them. The film aired on BET for HIV Testing Day 2006.
The 2004 RIU/BASS film competition awarded two winners for their powerful portrayal of HIV/AIDS in the Black community. Michelle Taylor and Paul Grant won for their joint script, Tangy's Song!, which documents the true story of a gospel singer, who is pregnant and living with HIV at the age of 22. Also selected was Tracy Taylor for Walking on Sunshine, which depicts two sisters who put themselves at risk for contracting HIV in different ways. Both films aired on BET and Walking on Sunshine recently received a 2005 NAACP Image Award nomination for "Outstanding Television Movie, Mini-Series or Dramatic Special". Both films aired on BET for World AIDS Day 2004.
Scenarios USA/Rap It Up "What's the Real Deal" Scriptwriting Contest
In June 2006, BET and the Kaiser Family Foundation teamed up with Scenarios USA to create the 2006 Scenarios USA/Rap It Up Story and Scriptwriting Contest. The contest, entitled "What's the REAL DEAL on Growing Up in the Age of AIDS?" encouraged young people ages 13 to 18 to write about what HIV/AIDS means to them personally, and to their friends, family, and communities. The winning film Reflections, written by 17-year old Keyana Ray of Maywood, Illinois, follows three young women and the issues they face in a community where HIV infection and drug abuse run rampant. The women learn to lean on each other as they educate themselves about HIV, realizing how the disease can affect their everyday lives. The film is directed by renowned director Gina Prince-Bythewood; while her husband Reggie Rock Bythewood, who wrote Spike Lee's "Get on the Bus", managed the script revision process. The film aired on BET in February 2007.
Community Activities / RIU Teen Forums:
In 2001, the campaign launched a grassroots initiative to complement the on-air and online components of Rap-It-Up. Program elements include community teen forums, mobile HIV testing events, and a tailored middle and high school curriculum on HIV/AIDS.
- "Choices" FORUMS: BET talent host teen forums that educate young
people about HIV/AIDS and improve decision-making skills throughout
the U.S. BET staff coordinates with the local public health departments,
schools, community based organizations, AIDS service organizations
and local radio stations to develop a panel of experts customized
to fit the needs of each market. To date, thousands of young adults
have participated in the Rap-It-Up "Choices" forums in markets across
- Rap-It-Up On-Wheels: BET visits urban areas with high HIV/AIDS prevalence
and partners with the public health departments to conduct on-site
HIV testing and distribute educational materials. The tour piggybacks
on the nation's largest African-American community events, including
the National Black College Tour, NAACP National Convention, Harlem
Health Fair, Unity Day in Philadelphia, UNIFEST in Washington, DC,
David Deal PlayDay in Fort Lauderdale, FL and the BET/Kings Dominion
College Day in Richmond, VA.
At the Rap It Up toll-free hotline (1-866-RAP-IT-UP) callers can get important information about HIV/AIDS, have pressing questions answered, and be connected with counselors at the CDC's HIV/STD hotlines or a local Planned Parenthood.
Visitors to the Rap It Up website (www.rap-it-up.com)
can learn more about the campaign, find out all they need to know about
HIV/AIDS, find resources including local testing facilities in their
area, and learn what they can do, in their own lives, to stem the spread
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