Using New Media to Make HIV Personal
A Partnership of MTV and the Kaiser Family Foundation
Abstract

In 2006, the Kaiser Family Foundation teamed up with MTV as part of a decade-plus public information partnership to leverage the growing popularity of "user-generated content" (UGC) to connect more directly - and intimately - with our target audience of young people about the impact of HIV on their generation. The millions of youth who watched the resulting show and companion vlogs (video blogs) produced by their peers heard first-hand how HIV has affected people their age and received information about HIV prevention and testing.