PCI-Media Impact and Red Hot Join Forces in Latin America
Red Hot + Latin to be made available to PCI-Media Impact's Latin American Radio

April 2, 2007- PCI-Media Impact, 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-Media Impact 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 Cafe 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 Michael Castlen, PCI-Media Impact'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-Media Impact is the way they build measurability into every program so they know what work's and there's constant feedback going on," said Paul Heck, Lead Producer for Red Hot. "I began to wonder about the possibility of tying PCI-Media Impact'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-Media Impact'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-Media Impact plans to provide an accompanying methodology with these songs to measure the impact and effectiveness of these broadcasts. Moving forward, PCI-Media Impact and Red Hot hope to engage Latin American music artists directly, involving them on the ground and in the communities where PCI-Media Impact 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-Media Impact's ability to draw from such a list of songs will only increase its ability to attract listeners and positively influence public opinion."

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.

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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