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Philanthropic Program Case Studies: Corporate Community Program
Cable Positive
Cable Positive is a national non-profit organization that was founded in February 1992 by three concerned cable executives. The mission of the organization is to marshal cable's resources in the fight against HIV/AIDS. Cable Positive is dedicated to unifying the talents, resources, access, and influence of the communications industry to:
- Raise HIV/AIDS awareness
- Fund HIV/AIDS education, research, and care
- Promote a more compassionate climate for people whose lives have been affected by HIV and AIDS
Cable Positive has grown to include supporters from every major cable network, multiple systems operators (MSO), system, hardware manufacturer, trade association, media publication, and affiliated industry vendors and suppliers. Since 1992, Cable Positive has raised more than $9 million in the fight against HIV/AIDS.
Education will be employed as a tool in the prevention and destigmatization of HIV/AIDS by Cable Positive, the cable industry's AIDS action organization, as they begin a two-year campaign to educate cable industry professionals about the disease. The campaign, Education is the Only Vaccine in the Fight Against AIDS, has set a goal of educating 25 percent of the cable industry workforce within the next two years.
Cable Positive believes educating this group of influential media content creators and providers does not stop with them; the campaign will be brought into their daily lives and local communities and executed through their workplace and through their medium—cable programming and broadband services. The goal is to reduce the rate of HIV infection, particularly among youth, and reduce stigma surrounding the disease.
Through Cable Positive's campaign, education is the tool, with cable and broadband services serving as the medium by which the information will be disseminated. According to the National Cable & Telecommunications Association (NCTA), there are more than 73 million basic cable households (Nielsen Media Research, July 2002) and more than nine million cable modem subscribers (June 30, 2002) in the United States, making cable and telecommunications formidable forces for reaching Americans with lifesaving information about HIV/AIDS.
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