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Rap It Up Logo
About BET: Rap-It-Up
Since 1998, Black Entertainment Television (BET) and the Kaiser Family Foundation have partnered on Rap It Up, a public information campaign addressing HIV/AIDS and related issues among African Americans. The campaign takes a cross-platform approach to distributing information, dispelling popular myths and misconceptions, reducing stigma and discrimination, and increasing HIV testing.
Campaign Components
The campaign works to integrate messages across programming genres including: targeted PSAs, original entertainment and news programming, and other special promotions. Rap It Up also provides informational resources for African Americans through a toll-free hotline, a dedicated Web site and a text messaging service. By "texting" their ZIP Code to the campaign short code: RAPIT (72748), users receive information for a testing center near them.

The Message
Rap-It-Up is about protecting yourself and those you care about, being informed, using protection, getting tested, and talking openly with your partner, friends and family.
The Need
African Americans have been disproportionately impacted by AIDS since the epidemic's beginning more than 25 years ago, and that disparity has deepened over time. Today, African Americans account for more than half of new HIV infections while representing just 12% of the U.S. population. An estimated half million African Americans are living with HIV/AIDS today, leading the U.S. Centers for Disease Control and Prevention (CDC) to call for a heightened response to AIDS in the black community in 2007.

Source: Fact Sheet: Black Americans and HIV/AIDS


Assessing Public Education Programming on HIV/AIDS: A National Survey of African Americans



2008 Cable Positive Award for Outstanding Original Film/Movie and for Outstanding PSA Campaign

2007 Emmy Award for Rap-It-Up Campaign

2007 Academy of Television Arts & Sciences for TV Cares "Ribbon of Hope Award"



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