Over 260 million people in the US have cell phones.
Over 250 thousand people in the US are infected with HIV -- and don't know it.
The AIDS Personal Public Service Announcement (AIDS PPSA) project is exploring ways to use the cell phone to battle AIDS. Over two days in April in Atlanta, people from eight universities and five advocacy groups came together to create messages to be distributed to cell phones encouraging young people to be tested for HIV, the virus that causes AIDS. Because these messages were created for the most personal medium, the cell phone, we call them Personal Public Service Announcements (PPSAs).
On April 23, participants engaged in an intensive orientation to the science of HIV/AIDS, health messaging, and mobile media technology consisting of AIDS researchers, CDC professionals, and volunteers representing several AIDS organizations. Five teams were created and each was assigned to a professional producer who would guide the creation of the PPSAs. Each team had to develop a campaign of messages concerning HIV testing. That evening, the teams presented their proposed PPSA campaign to a panel of experts charged with evaluating the approaches and offering feedback. At the conclusion of the evening, 22 PPSAs were cleared for production.
On the morning of April 24, the five student teams were given their mobile production studio consisting of a Nokia N95 cellphone, an Apple laptop, and Verizon's BroadBand Access high speed internet service. Students used the N95 to capture audio and video to be transmitted via Verizon's network to the producer back at the event hotel. Each team had seven hours to complete their production and return to the hotel. The producers then had until 6P to complete the editing and post-production work on the PPSAs. At 7P, all 22 PPSAs were debuted.
After the event, the Centers for Disease Control and Prevention reviewed all the videos for accuracy, responsibility, and approach. Eight of the 22 videos were cleared for national distribution.
Watch the Approved AIDS PPSAs
In conjunction with National HIV Testing Day, Verizon Wireless will create a channel on its VCast mobile video network called "Take Control -- Take the Test." This is the first time that a US carrier has dedicated use of its mobile video network for a public information campaign. The VCast channel will run from June 20 to July 20, 2008.
The CDC has also created a YouTube channel for the AIDS PPSA project.
The AIDS PPSA was made possibile through the support of the Centers for Disease Control and Prevention, Verizon Wireless, and Nokia. This innovative project was a cooperative effort of a host of creative, energetic, and brave individuals who are dedicated to using personal media to contribute to the public good.
For more information contact Scott Shamp (sshamp@uga.edu, 706.542.2857).
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