Drumbeat: Black Media Mobilization Campaign - United States

This project centres around the production of a newsletter - the Drumbeat - as part of an effort to foster communication and awareness about HIV/AIDS among Black members of the United States community. Available in printed and electronic format, these newsletters focus on information about HIV prevention, testing, treatment, and research; difficult subjects like stigma, women and AIDS, homosexuality, and AIDS in Africa; and the efforts of African Americans who have taken action to fight AIDS on local regional, national, and international levels.

The following excerpt from the inaugural issue captures the focus of this publication, and this project. The issue may be viewed in PDF format by clicking here: "Our community must recognize that this is astate of emergency. We must each speak openly about living with hiv - whether or not we are infected, we are all affected. It is our collective responsibility to be informed and responsible. We must engage every part of the Black community in a coordinated effort to turn the tide. It is time for us to reject the paralyzing denial, stigma and homophobia promoted by a few lone voices. We must confront the socio-economic conditions that cause people to do drugs and exchange needles; challenge the lack of affordable medicine and treatment options available to many of us; dispel the myths and misinformation circulating in our communities; and alleviate the myriad of issues that contribute to the spread of aids in Blackcommunities today."

Also as part of this campaign, 9 leading black magazines (Essence, Vibe, Honey, Heart and Soul, Savoy, Crisis, Upscale, Arise, and Venus) ran feature stories on HIV/AIDS. For example, Ebony Magazine's December 2002 issue looked at how a small town in the south has dealt with HIV/AIDS, the impact on AIDS among women, the magnitude of the epidemic in Black communities, and HIV testing. Furthermore, the Black Press of America ran a 4-part series called "What you don't know can kill you". This series examined the latest AIDS treatments, provided information about HIV vaccines, explored the impact of stigma and homophobia on the spread of HIV, and looked at how federal resources to fight AIDS are or are not being allocated in the Black community. Finally, every newspaper of the National Newspaper Publishers Association (about 200) ran weekly segments of an 8-part series covering such issues as vaccines, testing, men who have sex with men, treatment, and AIDS in prisons.

This campaign also draws on radio and the Internet. Radio stations in the American Urban Radio Network have aired public service announcements (PSAs) that were recorded by celebrities, political leaders, and everyday people affected by the epidemic. These spots include the tag line "Get Tested; Get Informed; Get Involved". In addition, Africana.com has provided content for BlackAIDS.org in an effort to create a comprehensive online resource for African Americans in need of credible and timely information on HIV/AIDS. Several websites were also launched or redesigned to highlight AIDS issues, including BlackAIDS.org, BlackPlanet.com, and TheBlackWorldToday.com.

HIV/AIDS.

The Black AIDS Institute is an HIV/AIDS think tank working in the United States to reduce HIV/AIDS health disparities by mobilising Black institutions and individuals in efforts to confront HIV/AIDS in local communities. According to this group, 66% of people newly infected by AIDS in the United States are members of the African-American or Latino community. Black women make up 63% of new AIDS cases among women. Among children with AIDS, two-thirds of all the cases are African American. This organisation holds that, despite the fact that the HIV virus among Blacks in the United States continues to grow, mainstream media continue to largely ignore that trend.

Leadership for this project is provided by a Task Force representing print, broadcast, and Internet media. Founding members include American Urban Radio Networks, Vibe, BET, TheBlackWorldToday.com, Africana.com, National Association of Black Journalists (NABJ), National Association of Black-owned Broadcasters (NABOB), National Newspaper Publishers Association (NNPA), and the Black AIDS Institute. The Task Force seeks to increase AIDS awareness among the African-American community, and o fight the stigma and misinformation that surrounds AIDS. Click here for a list of members. The group works to quantifiably and qualitatively increase the HIV/AIDS coverage by Black media professionals by sponsoring HIV/AIDS updates, providing training and technical assistance to reporters, and mobilising the industry through campaigns like this one.