Rocking Their World — With Info

In 2003, a Kaiser survey found more than half (59%) of
16-year-olds nationwide recognized the "Fight For Your Rights:
Protect Yourself" campaign, and many said they had acted on what
they heard. MTV research showed that if more people knew their HIV
status, it could have a huge impact on -- and could slow the spread
of -- the disease. "Every brief begins with, 'what's on mind of our
audience right now?'" MTV's Ian Rowe says. Another key to the
program: Close audience monitoring involving tagging all PSAs and
programs with the Web site and hotline, and circulating monthly
reports about what's working. "Young people feel more empowered now
and want to make better decisions on how to protect themselves,"
Rowe says.