"I'm Positive" encourages all young people – whether HIV positive or HIV negative – to consider their role in ending HIV in the U.S. An extensive complementary social media campaign from MTV and its partners in the lead up to and during the show encourages young people to consider what they can do to promote change in their lives, specifically emphasizing five core actions: being informed; speaking out; using protection; getting tested; and getting into care and staying on treatment for those who are positive. Throughout the special, MTV will continue the conversation by promoting the hashtag "#positivetalk," which is meant to ignite a dialogue around the role that young people can play in an AIDS free future. "I'm Positive" will be promoted on MTV's Twitter, tumblr and Instagram pages.
GYT was launched in April 2009 as part of a longstanding partnership between MTV and the Kaiser Family Foundation on sexual health issues, "It's Your (Sex) Life," which was created in response to the staggering rate of sexually transmitted diseases (STDs) among young people in the U.S. Through a cross-platform national media campaign and community outreach, GYT seeks to reduce the spread of STD's among those under 25 by providing information, encouraging more open communication, and promoting testing and treatment as needed. GYT is conducted together with the U.S. Centers for Disease Control and Prevention and Planned Parenthood Federation of America. Gilead Sciences, Inc. provides additional financial support.
For more on "I'm Positive," as well as information about HIV/AIDS, and to find local testing services, go to ImPositive.mtv.com. The show and a complementary viewing guide, in addition to other resources, will be made available after air for educational use.
Additionally, "I'm Positive" will feature the song "Can't Hold Us" by Macklemore & Ryan Lewis. The duo's music is distinct for channeling cultural moments and refreshingly self-aware testimony through candid lyricism and expertly crafted production. Their work has captivated listeners around the world, with a combined total of 20 million views on YouTube and a passionate fan following on social media.
"I'm Positive," is executive produced by Dr. Drew Pinsky, Howard Lapides, David Stanley, John Ferriter Siobhan Walshe and Lauren Bosworth. Lauren Dolgen, James DeSimas and Jennifer Russakoff are the MTV executives in charge. The concept is by Lauren Bosworth, John Ferriter and David Stanley.
The Kaiser Family Foundation provided substantive guidance. Funding for "I'm Positive" and related elements is provided by Gilead Sciences, Inc.