Spike Lee creates AIDS PSA for Abbott, Magic Johnson Foundation

(June 9, 2008) The Magic Johnson Foundation and Abbott have launched a public service announcement campaign as part of the "I Stand With Magic" program, part of "The Campaign to End Black HIV/AIDS," directed by Academy Award-nominated director Spike Lee.

The public service announcement campaign will premiere nationally this summer and is targeted toward African-American and other minority communities where new HIV infections are prevalent. In 2005, about half of the people diagnosed with HIV/AIDS in the United States were among African Americans, who represent about 13 percent of the population.

When Lee and his agency, Spike DDB, were approached to create and to direct the two 30-second public service announcements, he immediately agreed because of his passion for the cause, his support of the "I Stand with Magic" program and his longstanding friendship with Earvin and Cookie Johnson.

"We need real outcomes, not just outputs. I encourage leaders in the Black community to take action, get talking and take a stand in their neighborhoods," said Lee. "This PSA was developed to educate people about this disease. This campaign keeps pounding the message home. More than 80,000 people have received information about the campaign through http://www.istandwithmagic.com/, and more than 20,000 HIV tests have been conducted as a result of Abbott and the Magic Johnson Foundation's efforts to help raise awareness of this public health issue. Spike DDB is proud to be a part of it."

The first PSA entitled, "Stand," focuses on a "call to action" encouraging African-Americans to get educated, get tested and to seek treatment for HIV. The second PSA, titled "Talk" encourages women to protect themselves and talk to their partners about safe sex and HIV. Both will also be featured on Abbott.com and YouTube, an online video sharing Web site. The public service announcement campaign launches in advance of National HIV Testing Day on June 27, 2008.

"We need to take it upon ourselves to bring the number of new infections down in the Black communities by arming ourselves with knowledge," said Earvin "Magic" Johnson. "Getting tested for HIV can be scary for many people, but I hope by launching these public service announcements to at-risk populations, people across the country will have the courage to get tested and go back for their results."

"Abbott and the Magic Johnson Foundation are committed to making a difference in the fight against HIV/AIDS by providing communities with information and resources for prevention and testing and educational materials to share with family and friends," said Mary Szela, senior vice president, Pharmaceutical Operations, Abbott.

The premiere event and appearance day took place at the AMC Magic Johnson Crenshaw 15 movie theater in Los Angeles. Los Angeles is a city which is ranked third for the number of AIDS cases diagnosed in 2004. Los Angeles had the highest number of AIDS cases in California, more than twice the number of any other county, in 2006.





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