"Our goal with our pro-social campaigns, including 'Protect
Yourself,' is always to empower young people by giving them the tools they
need to make informed decisions.org, and a daily news summary report on developments in
HIV /AIDS is available on http://www.

Formal Virginity Pledges Don't Reduce Teen Sexual Activity Study Shows

elaborate stronghold

kff., Adolescents who take public
virginity pledges are no less likely to engage in various forms of sexual
activity than adolescents who do not take these pledges, a recent study of
teen behavior found. The study, carried out by the Prevention Research Center
of the Pacific Institute for Research and Evaluation in Berkeley, California,
was based on a survey of 870 12- to 16-year -olds in the San Francisco and Los
Angeles areas of California, with follow-up surveys six months and one year
later.

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As Part of Fight For Your Rights: Protect Yourself Campaign, Partnership Is
Renewed for 9th Year

More Than One Million Viewers Have Called Campaign's Hotline;
Nearly 100 Million Viewers Have Seen Sexual Health Programming

NEW YORK, MTV: Music Television and the Kaiser
Family Foundation today announced they have extended their partnership to
promote sexual health among young people.
In addition, there have been more than one million calls to the campaign's
toll-free hotline (1-888-BE SAFE 1), through which callers can receive
additional information or be connected to a counselor at the Center for
Disease Control + Prevention. Kaiser Family Foundation is a non-profit, private operating
foundation dedicated to providing information and analysis on health issues to
policymakers, the media, and the general public .

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The campaign has been recognized by the National Academy of TV
Arts + Sciences for the last three consecutive years with the Emmy for the
best national public service campaign, and last year was awarded, along with
its parent company, Viacom, a Peabody Award for the initiative .
To date, the partnership has produced more than 50 unique PSAs, and more than
two dozen longer -form programs.
For more information, please visit http://www.

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Kaiser Family Foundation
The Henry J. The results of the study are reported in the May issue of the Journal
of Adolescent Health.

Pacific Institute for Research and Evaluation is one of the nation's
preeminent independent, nonprofit organizations merging scientific knowledge
and proven practice to create solutions that improve the health, safety and
well-being of individuals, communities, nations, and the world .

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Kicking off the renewed partnership, MTV News will produce a series of
sexual health news segments to air throughout the year.FightForYourRights.

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Among young people who saw the
campaign and have not had sex, 66% said they were more likely to wait to
become sexually active because of the partnership's PSAs and programming. Parental permission was obtained for respondents under age 18 .

MTV Networks owns and operates the cable television programming services
MTV: Music Television , MTV2, mtvU, Nickelodeon/Nick at Nite, TV Land, VH1,
CMT: Country Music Television, and Spike TV , as well as The Digital Suite from
MTV Networks, a package of thirteen digital services, all of which are
trademarks of MTV Networks., +1-510-486-1111, fax: +1-510-644-0594,
or Michelle Blackston , Senior Media Specialist, +1-619-469-0149, mobile:
+1-619-654-6068, mblackston@pire.

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"
"With more than one in two new HIV infections occurring in this country
among people under the age 25, and the impact of other STDs even greater,
sexual health is an issue of foremost concern for America 's youth," said Matt
James, Senior Vice President, Kaiser Family Foundation."
In a national survey conducted by the Foundation in 2003, more than one in
two (59%) 16-to 24-year-olds nationwide recognize the campaign, and many say
they have acted on what they have seen.
The most recent PSA campaign, "Get Perspective," featured young people
talking candidly about sexual health issues . In 2002, the effort became Fight For Your Rights:
Protect Yourself, which includes special programming; public service messages;
one of the most comprehensive sexual health websites for youth; grassroots
events and advocacy opportunities; and an extensive resource and referral
service, including a toll-free hotline and sexual health guide.org, the Foundation's free
health information service.

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Since 1997, MTV and the Kaiser Family Foundation have partnered on an
Emmy- and Peabody Award winning public education campaign to inform young
people about sexual health issues, including HIV/AIDS and other sexually
transmitted diseases (STDs). "This can increase the likelihood that they will make a personal
commitment -- which seems to be more important than making a public pledge.

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In addition to sexual health
PSAs that will air multiple times daily throughout the next year, new targeted
PSAs will debut during top-rated programs including the Video Music Awards and
MTV Movie Awards.

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"We are very proud of the impressive results that our partnership with
Kaiser has produced and look forward to continued success with our 'Fight For
Your Rights' campaign," commented Van Toffler, President, MTV Networks Music +
Logo Group.org/entmedia/Reaching-the-MTV-Generation .com and available
through MTV. The first MTV News
report, pegged to National Condom Day, premiered yesterday and addresses some
of the myths and misconceptions many young people have about sexual health. It is not associated with
Kaiser Permanente or Kaiser Industries. MTV Networks also operates and offers joint
ventures, licensing agreements and syndication deals whereby its programming
can be seen worldwide.

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The
National Survey of Teens and Young Adults on Sexual Health Public Education
Campaigns was a nationally representative, random-digit-dial telephone survey
of 1,100 young people age 16-24, conducted from January 27 through April 6,
2003.FightForYourRights.com; and longform programming , which has included documentaries on
abstinence, HIV/AIDS prevention, sex education, sexual politics , and STD
prevention. Private pledges, resulting
from the adolescent's personal beliefs, are more likely to withstand external
pressures from peers.

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Through our partnership with Kaiser, we are
thrilled to help give young people control of their sexual health. In addition to the MTV News reports, Kaiser and MTV will
also co-produce at least one long-form documentary on a topic of protecting
young people's sexual health.

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cfm
The multi-faceted Fight For Your Rights: Protect Yourself campaign
includes targeted public service announcements (PSAs); extensive online
resources housed at http: //www.S.mtv. Originally
launched in 1999 with the Take A Stand Against Violence campaign, "Fight For
Your Rights" is an MTV series of yearlong comprehensive on-and-off air
campaigns, designed to educate and empower young people about the issues that
concern them most.
"Programs that attempt to promote abstinence among teens should focus on
the personal beliefs of the young people and help them to understand and
believe that they will benefit from delaying sex," said Melina Bersamin , the
study author."
The survey respondents were asked: "Have you ever taken a public pledge
(written or spoken) to wait to have sexual intercourse until you are married?"
Seventeen percent of the young people surveyed reported they had made a
formal, public pledge while 74 percent of the respondents had made a private
virginity pledge; that is, made a promise to themselves to wait to have sexual
intercourse until they were older and/or married.

requirement asexuality

mtv. The most recent special, "The
Campus Guide to Safer Sex," premiered on World AIDS Day 2004 and followed MTV
News correspondents Gideon Yago and SuChin Pak as they toured colleges across
the U. to find out how young people are protecting themselves and dealing
with STDs, HIV/AIDS, and unintended pregnancy.

Henry J.org, both of Pacific Institute for Research
and Evaluation.

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MTV and Kaiser Family Foundation Extend Sexual Health Information Partnership for Young People

com.

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CONTACT: Melina Bersamin , Ph.

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The joint campaign's critically acclaimed sexual health programming has
been seen by nearly 100 million viewers since the partnership began in 1997. In 2001, MTV launched Fight For Your Rights: Take A Stand
Against Discrimination.
Study authors suggested that formal pledges may be successful if they
strengthen teens' personal commitment to wait to engage in sexual behavior .

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"To reach young
people with the information they need to make wise decisions, we realized long
ago that we needed to go where they go.kff.
Formal pledges may fail if adolescents are simply responding to external
pressures, for example, from parents or teachers.

requirement visibility

But Private Promises to Oneself Can be Effective

BERKELEY, Calif. Ninety-five percent of the
respondents who had made a formal public pledge had also made a private
pledge, but only 23 percent of those who had made a private pledge had also
made a formal public pledge.

lederer visibility

Our research shows these messages are
being heard. The full
report is available online at:
http://www.kaisernetwork. On the other hand, the young people who had made an informal promise
or commitment to themselves to wait to have sexual intercourse until they were
older were less likely to start sexual activities such as oral sex and sexual
intercourse during the one-year period covered by the survey.

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This marks the ninth year of
collaboration between MTV and Kaiser on the Emmy and Peabody Award-winning
"Fight For Your Rights: Protect Yourself" campaign, a joint effort to inform
and empower young people on sexual health issues, including such issues as
HIV/AIDS and other sexually transmitted diseases (STDs), responsible sexual
health decision-making, abstinence, and more open communication with partners ,
providers and parents. Information on HIV/AIDS is available
at http://www.
When the study authors controlled for other relevant variables, they found
those young people who had made a formal virginity pledge were just as likely
to start engaging in sexual behaviors as those who had not made a formal
pledge.

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Among those who have already had sex, 73% said they were more likely to use
condoms , 69% said they were more likely to talk with a partner, and 65% said
they were more likely to get tested for STDs because of the campaign.