4.02.2007 - 09:00am ET

(CSRwire) April 2, 2007 – PCI, a global not-for-profit producer of TV and radio shows in over 25 countries, announced today a partnership with The Red Hot Organization. A non-profit music production company, Red Hot strategically uses mass media and aligns itself with today's hottest musical artists to raise HIV/AIDS awareness.

The first in a series of collaborations, Red Hot will offer PCI radio programs music from the album, Silencio=Muerte: Red Hot + Latin Redux. Released by Nacional Records, Red Hot + Latin Redux features music from today's most cutting-edge Latin Alternative artists, including La Ley, Los Fabulosas Cadillacs and Café Tacuba. The album was conceived as a response to the fight against AIDS in Latin America and the Latino community.

"Research shows that music is key when it comes to delivering public health messages," said Mike Castlen, PCI's Executive Director. "Listeners may not always form an instant connection with a particular media campaign, but when popular music is added, the connection is almost immediate. Red Hot's resources will ensure our message gets heard."

Since 1989, Red Hot has produced 14 ground-breaking albums, related TV programs and media events incorporating the talents of leading performers, visual artists, producers and directors to raise funds and awareness for HIV/AIDS. In addition, Red Hot has donated over $7,000,000 world-wide in support to select organizations.

"What I love about PCI is the way they build measurability into every program so they know what works…there’s constant feedback going on," said Paul Heck, Lead Producer for Red Hot. "I began to wonder about the possibility of tying PCI's methodology into our own work with artists so that what they contribute can be used in an even more active way. Whether it's a hardcore rap track or a sad ballad, songs are direct, melodic and mobile short stories. My instinct is that combining our music with PCI's work can enrich and reinforce the storytelling experience."

In the future, more organizations will be able to utilize this album within their own public health media programs, particularly those dealing with HIV/AIDS. PCI plans to provide an accompanying methodology with these songs to measure the impact and effectiveness of these broadcasts. Moving forward, PCI and Red Hot hope to engage Latin American music artists directly, involving them on the ground and in the communities where PCI operates.

"Because music is so widely popular, it is an attractive medium to deliver messages," says Ohio University Professor of Communications Studies, Dr. Arvind Singhal. "For a long time, music and musicians have played key roles for various health issues, and PCI's ability to draw from such a list of songs will only increase its ability to attract listeners and positively influence public opinion."

About PCI

PCI is at the forefront of innovative social change communications programming. Working with local partners worldwide, we produce carefully researched and culturally sensitive radio and television shows that combine the power of storytelling with the reach of broadcast media. Our programs spark individual and community action on health, environmental and human rights issues. PCI is also a leading technical assistance provider to governments, NGOs and foundations. Since our founding in 1985, we have worked with local partners around the world to produce more than 75 radio and television programs in 25 countries. From Mexico to India and to Kenya to China, PCI has been: "Telling Stories, Saving Lives." For more information, please visit PCI's website at www.population.org

About The Red Hot Organization

Since 1989, The Red Hot Organization has been dedicated to fighting AIDS through pop culture, producing fourteen groundbreaking albums, related television programs and media events incorporating the talents of leading performers, visual artists, producers and directors to raise funds and awareness for HIV and AIDS.

Red Hot's ongoing work as a non profit, pro-social production company that artists trust with their creative work sets it apart from most charitable groups. By producing artist-driven projects that integrate elements from music, film and other arts to both entertain and educate, Red Hot has broken down the traditional barriers between education, fundraising and entertainment.

With their critical success, Red Hot's innovative projects have set the standard of artistic excellence for philanthropic efforts within the music and television industry. Revenues from the sale of our albums and videos in foreign countries remain within each country to help support local AIDS prevention and relief. For more information, please visit Red Hot’s website at www.redhot.org.

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