Launched in 1998 in partnership with the Kaiser Family Foundation, RAP-IT-UP is BET’s call-to-action public education campaign designed to address the HIV/AIDS epidemic within the African American community. This multi-faceted campaign includes special programming, public service announcements (PSAs), online content on BET.com, teen forums, mobile testing, a toll-free referral hotline and educational materials on HIV/AIDS for middle and high school students.

The RAP-IT-UP public awareness campaign has been nominated for an Emmy Award for Best National Public Service Announcement in 2002, 2003, 2004 and 2005. It has also received numerous other awards, including 15 Cable Positive POP Awards, 3 NAMIC Excellence Awards, CTPAA Joel Berger Award, NAACP Image Award, Academy of Television Arts & Science TV Cares “Ribbon of Hope” Award and the NBACA Community Service Award.