Logo launches first ever pro-social campaign

Thu. February 17, 2011 11:08 AM by GoPride.com News Staff

photo credit // logo.com

Overall "beCause" initiative to focus on issues of self-respect and empowerment for LGBT community and allies

New York, NY - Logo, the channel for gays and their families and friends from MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), today launches "beCause," its first ever pro-social initiative focusing on self-respect and empowerment issues for the LGBT community and their allies.

For its first campaign, Logo has teamed up with the Greater Than AIDS movement on a multi-platform media effort to combat the resurgence of HIV infections among gay and bisexual men.

Greater Than AIDS is a national movement to respond to AIDS in America developed and led by the Kaiser Family Foundation and the Black AIDS Institute with additional support from the Elton John AIDS Foundation, Ford Foundation and MAC AIDS.

According to a recent study by the U.S. Centers for Disease Control and Prevention (CDC), one in five (19%) of men who have sex with men (MSM) in several major U.S. cities today are HIV positive—and as many as half of those who are infected don't know it.

Overall, "beCause" aims to support and energize viewers about the many causes they care about in order to help them live happier and healthier lives.

"The LGBT community has long held that gay rights issues are human rights issues. With the help of our straight allies, we have made tremendous strides for equality the last few years. But recent tragic headlines on gay bullying underscore the need to amplify our voices together and promote empowerment and self-respect, regardless of sexual orientation," said Lisa Sherman, General Manager, Logo. "Each of us is a force to make positive change not only in the lives of others, but in our own as well."

"As a community, we once showed that we could be greater than AIDS. As we prepare to mark 30 years of AIDS, now is our time to do it again," said Scott Campbell, Executive Director of the Elton John AIDS Foundation, a Greater Than AIDS supporting partner. "I'm proud that a leading company like LOGO is refocusing attention on this epidemic, and I hope more will join us."

beCause: be Greater Than AIDS will include targeted public service announcement that asks viewers to engage in community issues "because you are a force." The spot can be seen on the the Logo channel as well as LogoTV.com.

As the "beCause" campaign progresses, efforts will target other issues challenging the LGBT community including bullying; depression/suicide; homelessness; and smoking/drug use.