AIDS and HIV don’t sleep. Roughly 56 thousand in the U.S. contract the virus each year. And each year, another 14 thousand (or more) in The States perish from the illness. And the Obama Administration wants to do something about it.

The new Administration, in partnership with the Department of Health and Human Services and the Centers for Disease Control and Prevention, has committed to Act Against AIDS, in effort to raise awareness of the persistent plague and to combat complacency. AAA has a 45 million dollar war chest in the battle against the blight of AIDS. “Our goal,” said Ms. Melody Barnes, who is the Assistant to the President and Director of the White House Domestic Policy Council, “is to remind Americans the HIV-AIDS continues to pose a serious health threat in the United States and encourage them to get the facts they need to take action for themselves and their communities.” Well put.

So keep those ears open for Public Service Announcements as well as viral web messages, plus prints ads targeted to at-risk demographics including African-Americans and Latinos. The Henry J. Kaiser Foundation, founded in 1948 by Henry John Kaiser, will also assist President Obama’s efforts by partnering with media and entertainment professionals to spread the news.