Black Entertainment Television (BET)
Like many cable networks, BET recognizes the importance of using its multiple platforms to promote and implement a public affairs campaign. Different than most, BET decided to devote its efforts to an issue that comes with controversy: HIV/AIDS. BET understood that their Rap It Up campaign’s success would hinge largely on effectively engaging high school students but also understood that some school systems would be reluctant to tackle the issue — particularly with a provocative (and fantastic) name like Rap It Up! BET first sought our advice and then our help in the youth elements of the campaign, including documentary films, curricula, and affiliate events.