Mission is Simple, Powerful and Pronounced:
HIP HOP for HIV is the brand extension of Dallas’ premier HIP HOP station, 97.9 The Beat! HHFHIV is the lifeline of the station’s cause-related community connection. In 2007, 97.9 The Beat created a campaign called Hip Hop for HIV, where testing was incentivized through free concert tickets. The HIP HOP for HIV campaign has realized tremendous growth and impact in the DFW area – as the station is now known for igniting conversation, promoting education, about the disease.
In 2012, 97.9 The Beat has taken HIP HOP for HIV to another level, pledging to make it more than just a campaign but rather a station platform, inherent to the station’s brand, breath and life! The Beat is building a long-term, consistent strategy, a movement that responds to the AIDS crisis in the DFW area, in particular the severe and disproportionate epidemic among Black and Hispanic youth. 97.9 The Beat in Dallas, Texas is the only radio station in the United States dedicated to an ongoing HIV/AIDS Prevention, Awareness and Education Platform. Their platform, HIP HOP for HIV is a concentrated and involved plan in which the station has committed to a 10-year strategy that keeps the issue front and center to the market.
97.9 THE BEAT works continuously to deliver a positive media campaign throughout this community outreach program with an aim to elevate the public’s knowledge, understanding of HIV/AIDS and confront the stigma surrounding the disease. Their effort strategically targets communities most heavily affected, based on HIV/AIDS incidence and prevalence data.
