Written by Eric Holder, University of Georgia, Grady College of Journalism and Mass Communication, Public Relations department head, the Peabody Awards
Viacom/MTV and the Kaiser Family Foundation’s comprehensive media campaign includes public service announcements, television programming, print and online resources and grassroots events designed to raise awareness about HIV/AIDS and other STDs with emphasis on how to avoid infection.
“The Peabody Board was extremely impressed with the campaign’s cross-platform use of Viacom’s resources,” said Horace Newcomb, Peabody director. “Special recognition was made to the MTV presentations: ‘A Walk in Your Shoes: Living with HIV/AIDS’ and ‘The Social History of HIV.’”
The Peabody Awards, considered the electronic media’s most sought-after prize, entered into a partnership in 1998 with The Robert Wood Johnson Foundation of Princeton, N.J., with the goal of encouraging increased in-depth coverage of health-related issues by electronic media. The Robert Wood Johnson Foundation is the nation`s largest philanthropic organization devoted exclusively to health care and has awarded more than $2 billion in grants since its inception in 1972.
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As the winner of the Peabody/Robert Wood Johnson Foundation Award, a cash award of $10,000 is donated toward additional programming in the areas of health and/or medicine.
Additionally a documentary will be produced about the making of the “The Know HIV/AIDS and Fight for Your Rights: Protect Yourself Campaigns.” This will be distributed free of charge to television and radio newsrooms, broadcast professionals and medical communicators across the United States.
“The Know HIV/AIDS and Fight for Your Rights: Protect Yourself Campaigns” were awarded the distinction by a special selection committee including Dr. Henry W. Foster, Jr., a professor of obstetrics and gynecology at Meharry Medical College in Nashville, Tenn.
The Grady College of Journalism and Mass Communication at UGA administers the Peabody Awards, as it has since the program’s inception in 1940. For more information regarding the Peabody Awards program, the Peabody Awards Collection, and the Peabody Center for Media and Society visit >www.peabody.uga.edu.