Annual Edition 'Buying Power of
Black America' report breaks down billions in expenditures Black
consumers are responding to tighter economic condition by focusing more of
their spending on items and services that improve their homes and
lifestyle. That's one of the trends revealed in the 15th annual report,
"The Buying Power of Black America," published by Target Market News. The
report analyzes spending for black households in 2008 and finds that
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Black media come together in a 'Deciding Moment' for HIV/AIDS awareness
(October 6, 2010) Greater Than AIDS, a national movement supported by a
broad coalition of public and private sector partners, today unveiled
the latest phase of its campaign to mobilize Black Americans in response
to the devastating epidemic which will mark its 30th year next June.
Black Americans account for nearly half of new HIV infections occurring
annually in the United States, while representing 13 percent of the
population. In addition to being disproportionately affected by
HIV/AIDS, Black Americans are also significantly more likely to die as a
result as compared to other races and ethnicities in this country.
The Deciding Moments campaign begins rolling out outdoor, print and
online public service advertising this month with television to follow
later in the fall and will continue through next year. Leading
Black-oriented media companies, including the American Urban Radio
Network, CBS Outdoor and Radio, Clear Channel Communications, Ebony,
ESSENCE Communications, the National Newspaper Publishers Association,
and Radio One, among others, are providing significant donated media
space to support the campaign as Greater Than AIDS partners.
A number of state health departments and AIDS offices have also embraced
Greater Than AIDS and along with AIDS service organizations and other
community groups are leveraging the national campaign to develop
expanded targeted efforts in their local areas.
"It's unprecedented to have such a broad cross-section of media, along
with other private and public sector organizations, come together on an
issue of such vital importance for Black Americans and the nation," said
Drew Altman, President and CEO of the Kaiser Family Foundation.
The cross-platform media campaign focuses on Deciding Moments, everyday
opportunities to take a stand against HIV drawn from real-life stories
of people from across the country -- including those living with HIV.
Be it asking to be tested, buying (and using) condoms, correcting a
piece of misinformation, or keeping up with one's medications, these
simple acts serve to challenge the stigma surrounding HIV and stem its
spread. These individuals opened up about their experiences in the
hopes of inspiring others to do the same. An interactive feature on the
campaign's website -- www.greaterthan.org -- allows visitors to post
their own deciding moments.
"As we prepare to close three decades of HIV/AIDS, this is our
collective Deciding Moment as a people," said Phill Wilson, President
and CEO of the Black AIDS Institute, a founding partner of Greater Than
AIDS. "Black Americans have borne the brunt of the HIV/AIDS epidemic
and now is the time to come together and do our part to change the
course of this epidemic."
The "Deciding Moments" concept grew from research conducted by the
Kaiser Family Foundation that reveal the deep-seated stigma that still
exists around HIV/AIDS despite strong personal connections to the issue.
The overarching message reinforces the core Greater Than AIDS ideals of
unity, hope and empowerment by focusing on the power of individuals
coming together to achieve a larger goal. The individuals profiled in
the campaign reinforce the range of actions promoted by Greater Than
AIDS: knowledge, respect, communication, protection, testing and
treatment and involvement.
Among those profiled include a young HIV-positive mother who speaks of
her decision to seek treatment when she learned she was pregnant to
ensure her baby would be born negative. A mother who talks about her
unconditional love for her son who on the same day he told her was HIV
positive also came out to her as gay. The son, who has been living with
HIV now for more than a decade, shares how his life and well-being has
been strengthened by his mother's support. An HIV-negative woman
discusses her experience living with her husband's HIV diagnosis more
than 20 years ago. A woman describes going to get tested for herself
when her partner would not. A corresponding profile on the
www.greaterthan.org/decidingmoments website provides more detail about
each individual's story and message. Short video bios have been
produced for each individual in the campaign on the website as well as
"When I was infected by HIV at age 19, I didn't think I was greater than
anything," said Marvelyn Brown, an HIV activist and author profiled in
the Deciding Moments campaign. "I think the Greater Than AIDS message is
so important for young people because it's about empowering us to stand
up for ourselves and take control of our bodies and our health. I hope
my decision to be open with my story will help inspire others to take
action in response to AIDS, and hopefully, to prevent my peers from
For radio, Greater Than AIDS joined with up and coming artists to
produce original pieces in different musical genres -- from rap to hip
hop to R&B -- to lyrically express the idea behind Deciding Moments.
These works also reflect actual experiences of the participating
The Deciding Moments concept and resulting executions were developed by
the Kaiser Family Foundation and Black AIDS Institute working with GTM:
Guerilla Tactics Marketing, a grassroots and marketing firm based in
Atlanta, which also worked on the campaign's first year of creative.
Of the more than 1.2 million people in the United States living with HIV
today, half are Black Americans, far surpassing any other racial or
ethnic group. HIV/AIDS is a deeply personal issue with 43 percent of
all Americans today -- and nearly 60 percent of Black Americans -- now
knowing someone who is living with or has died from the disease, for
many a family member or close friend, according to a national survey on
HIV/AIDS conducted by the Kaiser Family Foundation.
HIV/AIDS is both preventable and treatable -- early diagnosis and care
helps those with the disease live longer and healthier lives. Yet, one
in five Americans living with HIV today does not know it. The U.S.
Centers for Disease Control & Prevention (CDC) identifies stigma as a
major contributor to the spread of HIV, keeping people from seeking
information, speaking openly, using protection, getting tested and
treated and otherwise acting to protect themselves and those they love.
About Greater Than AIDS
Greater Than AIDS is an unprecedented collaboration among a broad
coalition of public and private sector partners united in response to
the HIV/AIDS crisis in the United States, in particular among Black
Americans and other disproportionately affected groups. Through a
national media campaign and targeted community outreach, Greater Than
AIDS aims to increase knowledge and understanding about HIV/AIDS and
confront the stigma surrounding the disease.
The Kaiser Family Foundation, a leader in health policy and
communications, provides strategic direction and day-to-day management,
as well as oversees the production of the media campaign. The Black
AIDS Institute -- a think tank exclusively focused on AIDS in Black
America -- provides leadership and expert guidance and directs community
engagement. Greater Than AIDS is developed in support of Act Against
AIDS, an effort by the U.S. Centers for Disease Control and Prevention
(CDC) to refocus attention on the domestic epidemic. Additional,
financial and substantive support is provided by the Elton John AIDS
Foundation, Ford Foundation and MAC AIDS Fund, among others.