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LOS ANGELES (Map) -
(Photo: http://www.newscom.com/cgi-bin/prnh/20080609/AQM020-a)
(Photo: http://www.newscom.com/cgi-bin/prnh/20080609/AQM020-b)
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 the Johnsons.
"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
"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
"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
The premiere event and appearance day took place at the AMC Magic Johnson
Crenshaw 15 movie theater in
HIV/AIDS in the United States -- Since the beginning of the epidemic, African Americans account for more than 40 percent of the nearly one million AIDS cases diagnosed. Through 2005, 53 percent of the African Americans diagnosed with AIDS have died. -- In 2005, the rate of AIDS diagnoses for African Americans was approximately 10 times the rate of Caucasians and almost three times that of Hispanics. -- Additionally, AIDS disproportionately affects African-American women with a diagnosis rate almost 23 times that of Caucasian women in 2005.
"I Stand With Magic Program," Part of the "Campaign to End Black HIV/AIDS
Through the "I Stand With Magic" program, Abbott and the Magic Johnson
Foundation are joining forces to address the alarming rate of HIV/AIDS in the
African-American community. Through this partnership,
About the Magic Johnson Foundation
The Magic Johnson Foundation (http://www.magicjohnson.com/index.php?/foundation/) was established in 1991 as a single-disease organization that works to raise funds for community-based organizations dealing with HIV/AIDS education and prevention programs. The Foundation has since responded to the growing need to address all aspects of our youth's lives by expanding its mission. This expanded mission emphasizes the Foundation's focus on supporting community-based organizations and development programs that serve the health, educational and social needs of those residing in minority communities. For more information, please visit http://www.magicjohnson.org.
About Spike DDB
Spike DDB is a full-service advertising agency with expertise in urban
markets, sports and entertainment branding. The agency is a partnership formed
by acclaimed film director
About Abbott
Abbott has been a leader in HIV/AIDS (http://www.abbott.com/global/url/content/en_US/40.5:5/general_content/General _Content_00326.htm) research since the early years of the epidemic. In 1985, the company developed the first licensed test to detect HIV antibodies in the blood and remains a leader in HIV diagnostics. Abbott retroviral and hepatitis tests are used to screen more than half of the world's donated blood supply. Abbott has developed two protease inhibitors for the treatment of HIV.
Abbott is a global, broad-based health care company devoted to the discovery, development, manufacture and marketing of pharmaceuticals and medical products, including nutritionals, devices and diagnostics. The company employs more than 68,000 people and markets its products in more than 130 countries.
Abbott's news releases and other information are available on the company's Web site at http://www.abbott.com.
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