"HIV isn't his problem or her problem. It's all of out problem," Luda says in his first ad. Social networking sites -- Twitter and Facebook -- will play a big role in the campaign, which hopes to open a dialogue about African Americans under 30 who are at high risk for contracting the disease. The campaign will harp on regular HIV testing, ways to reduce the risk of infection as well as discussion about the stigma of the disease. Foxx and Ludacris will use their own Facebook and Twitter accounts to bring attention to the project, in addition to filming a series of radio and online public service ads.
"The facts are clear," Luda continues. "African-Americans, especially young people, are being devastated by HIV and AIDS. But there is something we can all do about it. We can and must talk about HIV. So break the silence by having a conversation. Send a text. Update your status. Post this video. Talk about HIV and what we can do to prevent it."
The new project was spurred by a growing HIV problem in the African-American community. The CDC reports that African Americans who are 13-29 years old, account for half of the new HIV infections in their age group. Visit Facebook.com/iknow, Twitter.com/iknow_talkhiv or ActAgainstAids.org for more information. Check out Ludacris' "I Know" PSA after the jump.