INTERNATIONAL NEWS: Survivor gives EGF huge publicity boost

SANTA MONICA, CA: A partnership forged with top-rated CBS

television program Survivor has resulted in a PR coup for the Elizabeth

Glaser Pediatric AIDS Foundation (EGF), a Santa Monica, CA-based

research organization, whose goal is the prevention of HIV infection in

infants and children.



On the January 3 episode of Survivor: Africa, Lex, one of the four

finalists, drove a supply of HIV test kits and doses of the drug

nevirapine to Kenya's Wamba Catholic Hospital.



The show ranked fifth in the Nielsen ratings for that week, with more

than 21 million viewers.



Nevirapine is given in a single dose to a pregnant mother who tests

positive for HIV, and is given to the baby in its first three days of

life. The drug reduces the risk of transmission of HIV to the newborn by

almost 50%.



At the end of the program, Survivor flashed a toll-free number through

which viewers could find out more about the foundation and its work.



Jeff Probst, the host of the show, and Mark Burnett, the creator and

executive producer, worked in tandem with the EGF. Probst had previously

worked with the foundation as the spokesperson for its Caring For Kids

program.



The EGF and Survivor have also created a PSA that will run throughout

the rest of 2002. In addition, CBS has placed the foundation's web

address on its Survivor web page, and Kate Carr, president of the

foundation, appeared on the CBS Early Show with Burnett and ousted

Survivor Teresa, whose brother died of AIDS, to discuss the global

pandemic.



"We thought the partnership would be difficult because of the

confidential nature of Survivor, but CBS has been very flexible and

generous," said Adam Coyne, communications manager for the EGF. Survivor

even allowed the foundation to tell its donors that it was going to be

featured on the program on the day of its broadcast.



The EGF's website hits have more than tripled since the Survivor

episode.



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