Leading Ad Agencies Launch World Aids Day Campaign

LONDON/NEW YORK, November 28:
Seven of the world's leading advertising and marketing agencies have worked
together on a new multi-platform campaign, Turn on TV, about HIV and AIDS
prevention in support of the Global Media AIDS Initiative (GMAI).

The agencies, which include 180
Amsterdam, Cake, Lowe Worldwide, Ogilvy, Wieden + Kennedy 12 and Y&R, have
partnered with WPP and MTV Networks International to produce Turn on TV. The
campaign will debut on World AIDS Day, this Friday, December 1st.

The 24 spots will be made
available to all MTV channels globally to a potential audience of more than one
billion people, as well as on MTV's web and mobile platforms, through the
Staying Alive campaign (www.staying-alive.org/turnontv). These spots address a
variety of issues related to HIV prevention and stigma, as will also tackle
subjects that significantly contribute to the spread of HIV.

In an effort to get critical HIV
prevention messages out to the widest possible audience, the spots will be
offered rights-free and cost-free to any broadcaster or content distributor.

The GMAI, which was launched by UN
Secretary-General Kofi Annan in 2004, set out to mobilize the world's media in
the fight against AIDS. Bill Roedy, the president of MTV Networks
International, is the founding chair of the GMAI's Leadership Committee. Since
its launch 150 companies from 76 countries have participated in developing,
producing or airing HIV and AIDS messaging. The initiative was conceived by the
Kaiser Family Foundation and UNAIDS.

Sir Martin Sorrell, the CEO of
WPP, in partnership with Roedy, approached the agencies earlier this year and
asked them to use their expertise to fight HIV & AIDS. The agencies
produced their work pro bono, and some will release additional spots early in
2007.

“This unique campaign mobilizes
the most innovative communications experts from the worlds of media and
advertising to deliver powerful HIV prevention messages across multiple
screens,” says Roedy. “The agencies have marshaled incredible talent, from
their directors, designers, actors and musicians, for a campaign that addresses
the hard hitting issues behind the rise in HIV infection, particularly among
youth and women. Turn on TV is a great example of the important role media can
play in helping prevent HIV infection through creativity and collaboration.”

“The agencies have produced powerful work with these new AIDS
spots. They show what we can do when we put our creative talents to the service
of the global fight against AIDS," adds Sir Martin.

25 years after the disease was
first diagnosed, 39.5 million people around the world are now infected with
HIV, with 4.3 million new infections in 2006. Every six seconds someone is
infected with the virus. More than half of new infections are among young
people, and more than half are among women. (Source: UNAIDS)

Turn on TV is also being made
available to World Broadcasting Union members and GMAI participating companies.
Other media outlets wishing to use the spots can also contact MTV Networks
International (piot.sara@mtvne.com).