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Magic Johnson Foundation's HIV/AIDS Initiative

A profile of the Magic Johnson Foundation's HIV/AIDS Initiative for Georgetown University's graduate course on Corporate Social Responsibility in Sports
by

Jennifer Hawkins

on 17 July 2013

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Transcript of Magic Johnson Foundation's HIV/AIDS Initiative

1981: The beginning of the AIDS epidemic marked by illness, fear and death.
1991: On November 7, American basketball star Earvin "Magic" Johnson announced that he is HIV positive.
In 1991, Magic Johnson formed the Magic Johnson Foundation (MJF) as a result of the overwhelming community response to his announcement.
The HIV/AIDS program is designed to help stop the spread of the disease and improve the quality of life for individuals and families who are affected through awareness, testing and grant-making.
EDUCATION ACTIVITIES
HIV/AIDS among youth
Education combats spread of HIV
E.R.A.S.E. Program
Youth Summits
TESTING
Full-service testing and treatment centers
Free HIV/AIDS testing events
Partnership with AHF
Recent partnership with OraSure Technologies, Inc.
GRANT ACTIVITIES
MJF supports special non-profits
Gain exposure and public awareness
Non-profits required to meet specific guidelines
MJF has given over $8 million in grant-funding
Magic Johnson serves
as the face of the
HIV/AIDS Initiative

STRATEGY
Public address, national media exposure
Community grants program
Free testing
Treatment centers
Strategic partnerships
TRIPLE BOTTOM LINE

Fulfilled by:
Promotion of awareness
Creation of initiatives to support research
Key strategic partnerships with non-profits and corporations
Foundation's accountability and transparency
BEST PRACTICES
E.R.A.S.E. Program
Raising student awareness
HIV Testing

AREAS FOR IMPROVEMENT
Marketing of programs
Social media
Ads in areas of high HIV prevalence
Full transcript