The "Apathy is Lethal" campaign, developed in conjunction with the Advertising Council and the United Nations Foundation, will break in October and include TV, radio and print. All media will be donated through the Ad Council. Details of the media plan and spending have not yet been determined, according to a Leo Burnett spokeswoman.
14 million orphans
The public-service announcement, which was previewed July 10 at the International AIDS Conference in Barcelona, focuses on the 14 million children orphaned by the AIDS epidemic.
The 2-minute spot primarily features footage of orphans around the world with somber music playing in the background. A voice-over by actor Michael Douglas at the end of the spot says: "AIDS has created over 14 million orphans worldwide. That's the equivalent of every child under five in America, with no one to watch over them."