Logo, the channel for gays and their families and friends from MTV Networks, today launched “beCause,” its first ever pro-social initiative focusing on self-respect and empowerment issues for the LGBT community and their allies. For its first campaign, Logo is teaming up with the Greater Than AIDS movement on a multi-platform media effort to combat the resurgence of HIV infections among gay and bisexual men. According to a recent study by the U.S. Centers for Disease Control and Prevention (CDC), one in five (19%) of men who have sex with men (MSM) in several major U.S. cities today are HIV positive—and as many as half of those who are infected don’t know it. Overall, “beCause” aims to support and energize viewers about the many causes they care about in order to help them live happier and healthier lives:
“The LGBT community has long held that gay rights issues are human rights issues. With the help of our straight allies, we have made tremendous strides for equality the last few years. But recent tragic headlines on gay bullying underscore the need to amplify our voices together and promote empowerment and self-respect, regardless of sexual orientation. As a media leader in the gay and gay-allied community, it’s critical for us to not just participate in the dialogue, but to even help lead it. Each of us is a force to make positive change not only in the lives of others, but in our own as well.”
-Lisa Sherman, General Manager at Logo.
Logo’s umbrella “beCause” initiative kicks off today in two steps. First, the channel is introducing the overall effort through a PSA that asks viewers to engage in community issues “because you are a force.” The spot can be seen on the channel as well as its digital properties including LogoTV.com. Today Logo also begins its partnership with Greater Than AIDS – a national movement to respond to AIDS in America developed and led by the Kaiser Family Foundation and the Black AIDS Institute with additional support from the Elton John AIDS Foundation, Ford Foundation and MAC AIDS. Recognizing the disproportionate impact of the epidemic among gay and bisexual men, HIV/AIDS is the first issue addressed in Logo’s new “beCause” campaign. This collaboration aims to refocus attention on the crisis facing gay and bisexual men and to inspire unity and action.
“As a community, we once showed that we could be greater than AIDS. As we prepare to mark 30 years of AIDS, now is our time to do it again. I’m proud that a leading company like LOGO is refocusing attention on this epidemic, and I hope more will join us.”
-Scott Campbell, Executive Director of the Elton John AIDS Foundation, a Greater Than AIDS supporting partner.
beCause: be Greater Than AIDS will include targeted public service messages on Logo and informational content at www.logotv.com/because/hiv/index.jhtml , which also launches today. The site features several distinct areas including: facts about HIV; how to use a condom; what an HIV test is and where to get one; location of treatment resources across the country and how to take action locally.
“We at Logo are proud to be teaming up with Greater Than AIDS on this effort. The partners have always been at the forefront of this disease – ensuring that people have the facts to protect themselves no matter what their status and have access to the best resources.”
As the “beCause” campaign progresses, efforts will target other issues challenging the LGBT community including bullying; depression/suicide; homelessness; and smoking/drug use. The Logo campaign is the latest chapter in MTV Networks’ award-winning history of developing pro-social campaigns including think MTV, Nickelodeon’s Big Green Help, CMT One Country, VH1 Save The Music Foundation and Spike’s True Dads among many others.