This public education effort is designed to share sexual health information with a specific segment of the United States population in an engaging, culturally appropriate way. A key premise of the initiative is that "Engaging young people to share their experiences with HIV to help inform their peers is a powerful way to build understanding and breakdown the stigma that surrounds HIV/AIDS." One core means of engagement is the integration in the programme of a form of music popular among some young Americans, rap.

The hosting of contests has been a central strategy for engaging young African Americans in communicating about HIV/AIDS in the African-American, Afro-Caribbean, and Afro-Latin communities through such media as film. For example, in 2006, BET and KFF teamed up with Scenarios USA, with support from the Ford Foundation, to sponsor a story and scriptwriting contest called "What's the REAL DEAL on Growing Up in the Age of AIDS?" The goal was to encourage people ages 13 to 18 to write about what HIV/AIDS means to them personally, and to their friends, family, and communities. The contest winner or winners will work directly with a "noted film director" on all aspects of production to turn the story into a short film to air on BET in spring 2007. To cite another example, BET, the Black AIDS Institute, and KFF hold an annual Rap-It-Up/Black AIDS Short Subject (RIU/BASS) film competition that provides a platform to creatively explore issues such as stigma and discrimination, Black male sexuality, homophobia, and perceptions of masculinity, femininity and gender roles. Each year, the winning film airs on BET sometime around World AIDS Day and is submitted to independent film festivals around the world. "The shocking truth is that in 2006, AIDS in America is a Black disease. Behavior determines who is and who isn't at risk for HIV. Cultural norms dictate behavioral norms, and films have the power to drive cultural norms," according to Phill Wilson, Executive Director of the Black AIDS Institute.

The involvement of celebrities such as well-known rap musicians, actors, and athletes is another strategy for engaging youth; many of those celebrities share their personal experiences with testing or with the loss of loved ones to AIDS as a means of personalising the disease. For example, each year on the eve of National HIV Testing Day in June, the BET network features an HIV/AIDS-focused installment of its prime-time, town hall format show which features a frank discussion about HIV/AIDS testing. The first such programme, in 2003, was hosted by Big Tigger from BET's Rap City: Tha Basement, who was joined by a panel of medical experts and celebrities which included a woman who had been living with the disease since 1986. The audience followed Big Tigger through his recent testing experience to help demystify the process, and heard from basketball legend Magic Johnson in a vignette stressing the importance of early detection as well as Juan Dixon of the National Basketball Association (NBA)'s Washington Wizards, who lost his mother and father to AIDS. The 2005 show was co-hosted by Mad Linx of BET's Rap City and hip hop diva Ciara, and featured actress/comedian Mo'Nique and R&B singer-turned-actress Eve. This show spanned the U.S. for stories about how young people are taking charge to get the word out about HIV/AIDS and the importance of testing. Lil' E, the son of late rapper Eazy E, also spoke about his father's death as a result of AIDS.

Information and communication technologies (ICTs) are also used as part of this public awareness initiative. Visitors to the Rap-It-Up website can learn more about the campaign and HIV/AIDS, take a quiz to test their knowledge, access HIV/AIDS and sexually transmitted infection (STI) resources including local testing facilities, and learn how to participate in the fight against AIDS. They may also read and download the It's Your (Sex) Life: Your Guide to Safe and Responsible Sex [PDF], which provides detailed, concrete information about decision making, communication, prevention of unintended pregnancy, HIV testing, and related issues. Classroom Connection teachers guides, which are part of a tailored middle and high school curriculum on HIV/AIDS developed by Rap-It-Up, are also available here.

In 2001, Rap-It-Up launched a grassroots initiative to complement these on-air and online components. Programme elements include community teen forums which are designed to educate young people about HIV/AIDS and improve decision-making skills; BET staff coordinates with local public health departments, schools, community-based organisations, AIDS service organisations and local radio stations to develop a panel of experts customised for each particular context. Mobile HIV testing events are also held: BET visits urban areas with high HIV/AIDS prevalence and partners with public health departments to conduct on-site HIV testing and distribute printed educational materials. The tour piggybacks on the nation's largest African-American community events.

HIV/AIDS, Youth.

According to KFF, "Today in the United States, Black Americans represent the majority of people living with HIV/AIDS, dying from HIV, and being diagnosed with AIDS. Black men have the highest AIDS case rates of any group in the nation, followed by Black women. In some cities, Black men who have sex with men are estimated to be infected with HIV at rates as high as those in sub-Saharan Africa." According to BET, "Presently, minority Americans represent seventy-one percent of new AIDS cases, while at least half of all new HIV infections are estimated to be among young adults under the age of twenty-five."

An August 2004 survey conducted by KFF of a random sample of African Americans revealed that more than half of all African Americans (58%) and 9 in 10 (92%) African-American 18-24 years olds had heard of Rap-It-Up. Among the 18- to 24-year olds who had seen BET's special HIV-related programming, half said they had talked with a partner about safer sex, and approximately 77% of those who were sexually active said they were more likely to use a condom. Nearly 40% said they had visited a doctor or had been tested for HIV. As of January 2005, BET had produced and aired a total of 32 PSAs on HIV/AIDS or other sexual health issues; and a total of 21 full-length 30- to 60-minute specials, which aired a total of 32 times and reached a total of 9 million viewers over the previous 7 years. Under Rap-It-Up, the network had at that time also tested over 5,300 people nationwide for HIV infection; received over 900,000 calls to its toll-free hotline; distributed over 230,000 sexual health brochures, and hosted community teen forums in over 27 cities for over 5,000 young adults.