Since 1997, the Kaiser Family Foundation and MTV have partnered on an extensive, Emmy and Peabody Award-winning public education campaign to inform young people about HIV/AIDS and related issues. The partnership includes targeted public service advertisements (PSAs), long-form documentary and entertainment programming, news segments, and free resources, including an informational guide, an extensive website, a toll-free hotline 1-877-777-IYSL, and a text messaging service, short code 'KNOWIT.' The campaign is a part of MTV’s pro-social initiative called “think” and was re-branded “Its Your (Sex) Life” in 2007.
It’s Your (Sex) Life Resources
