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Public Health Information Campaigns

Kaiser Family Foundation: Public Health Information Campaigns

Kaiser develops and helps run large-scale public health information campaigns in the U.S. and around the world. These currently focus on HIV/AIDS, with an emphasis on reaching young people. Kaiser campaigns are based on a new model of public service programming pioneered by the Foundation —direct partnerships with major media companies and a comprehensive “multi-platform” communications strategy that goes far beyond traditional “PSAs.” Current partners in the U.S. include MTV, BET, Univision, Viacom/CBS, and Fox. Together, Kaiser’s campaigns reach tens of millions of people annually, and have won mutliple Emmy and Peabody awards in recent years.

The partnerships take a comprehensive communications approach, combining targeted public service messages with longer-form special programming, the integration of information and messaging into popular shows, extensive use of new media, and places to go for more information such as toll-free hotlines, information brochures, and websites. Kaiser establishes a contractual relationship with each of its media partners, and works collaboratively to provide both expert substantive guidance and management of production and operations. Kaiser has also helped launch broadcast media initiatives around the world in Russia and India, as well as coordinated first-of-their-kind regional initiatives in Africa and the Caribbean now involving more than 100 broadcasters working together in almost 50 countries.

Over the past two decades, Kaiser has also maintained a major program in South Africa with the aim of helping South Africans establish a more equitable national health system and build a successful democracy. Our program currently focuses on the devastating HIV epidemic in South Africa, and in 1999 Kaiser helped a consortium of leading South African public health organizations launch loveLife —a comprehensive, nationwide HIV prevention campaign focused on youth. The loveLife campaign combines service and outreach programs with a sustained multimedia HIV awareness and education campaign. The South African Broadcasting Corporation (SABC) is loveLife’s exclusive broadcast partner, providing substantial radio and television airtime as well as co-production funding.