The Beats for Life campaign is a fresh and modern approach to tackling the challenges presented by the HIV epidemic in Germany. Young people's lives are strongly connected to music, and so the campaign uses this medium to reach them.
The campaign invites 16 to 30 year olds to write and submit songs about HIV and AIDS, which they can upload as video or audio files onto the Beats for Life website. A panel of experts has been convened to judge the entries, and the winners and runners up will be presented with awards of 3,000, 2,000 and 1,000 euros, respectively. This initiative puts the entries at the heart of the campaign, engaging song writers and others in the subject matter. It allows young people to discuss a serious problem through a creative outlet.Beats for life radio ad
We’ve publicised the competition primarily through social media. Using Facebook, Twitter and other social networking sites as communication platforms, we’ve set up dedicated user-groups and spread the message virally. Radio advertisements and songs promoting the contest have also been an integral part of the media campaign.
The goals of the Beats for Life campaign are to...
- Inform young people about HIV and AIDS
- Inform young people about the challenges faced by people living with HIV and AIDS
- Promote safe sex and HIV testing