They unveiled the second phase of “SOY. . .” (I AM. . .), the Spanish-language media campaign featuring the personal stories of a diverse group of Latinos living with HIV and their loved ones. The new campaign debuted on the Univision Network, the Telefutura Network and Galavision in conjunction with National Latino AIDS Awareness Day (NLAAD) 10/15 and continues throughout 2010.
“SOY. . .” features 14 Latinos in the U.S. and Latin America living with HIV/AIDS who share both a passion for life and a desire to end the spread of the disease. They are musicians, academics, businessmen and housewives – everyday people who share their experiences living with HIV. Shot in Los Angeles, Miami, New York, Mexico City, San Salvador, Lima, and Buenos Aires, the documentary-style PSAs aim to create a personal connection to HIV/AIDS among the audience and engender the feeling that HIV/AIDS could affect “people like me and those I care about.”
In the first wave of the campaign, audiences met Yolanda, a devoted mother who works in a Los Angeles health clinic; Joann, a minister and church choir director from Chicago; Alejandro, a 20-year old Argentine musician; Dania, a vibrant Cuban-American poet and dancer from Miami; and, Enrique, a passionate community activist from New York City. The campaign spots will air in the United States on Univision, TeleFutura, and Galavision networks and television and radio stations, and across more than 12 countries in Latin America as part of the Latin American Media AIDS Initiative.
“SOY. . .” includes 28 original PSAs for television and radio and Spanish-language HIV/AIDS information and resources available online through a dedicated website (www.univision.com keyword: SIDA) and via a toll-free Spanish-language hotline (1-866-TU-SALUD).