Information Update - 20th August, 2007


Next Phase of YOU Campaign Underway

The 2nd Phase of the YOU campaign went on air across the continent in June. Focusing specifically on gender inequity as a key driver of HIV infection, the ads portray an idealized vision of a gender equal world based on shared respect, responsibility and caring. Using an upbeat approach, the ads underscore that men and women are created equal, but, sometimes, traditional attitudes toward women and stereotypes regarding women's role in society are a barrier to respect and caring, and an obstacle in the realization of the vision of an HIV-free generation.

The ads also emphasize that regular HIV testing is fundamental to the good health of men and women, and that sound relationships should be based on joint decision-making, particularly about intimate personal issues such as when to start raising a family.

The YOU campaign is the first-ever sustained multi-year pan-African HIV/AIDS public education effort. Launched in December 2006, the campaign promotes the vision of an HIV-free generation and calls on all Africans to consider how they can contribute to that goal through personal action, and within families, communities and across nations. The campaign is broadcast on radio and television across more than 50 African broadcast companies and the ads are refreshed every six months.

Launch of the second phase was also marked by the launch of www.itbeginswithyou.org. Check it out and let us know what you think of it.

- To view ads from Phase One and Two; click here
- To learn more about the YOU campaign, click here



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The media Companies setion includes a brief corporate profile and information on the HIV/AIDS-related programming of African broadcast companies that are part of the African Broadcast Media Partneship Against HIV/AIDS.

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Zambian TV Journalist Wins Prestigious Kaiser Award for Excellence in HIV/AIDS Journalism

At a spectacular gala banquet in Cape Town, South Africa, Charity Mutinta Mboozi was announced winner of the 2007 Henry J. Kaiser Family Foundation Award for Excellence in HIV/AIDS Journalism in Africa. The annual award, which is part of the CNN/ MultiChoice African Journalist Awards, recognizes exceptional reporting on HIV/AIDS in Africa with a particular focus on the broader socio-economic, political and developmental impact of the epidemic.

Charity Mboozi is a reporter at CMS TV for the Zambian National Broadcasting Corporation.

The award winning documentary, "Through My Eyes," which aired on ZNBCTV on World AIDS 2006, profiles Shalom Kaseketi, a 12-year old boy living with HIV. It's a powerful story about the boy's experience living with the virus, and dealing with issues such as stigma and discrimination which surround HIV. The documentary also explores how the epidemic impacts families and communities.

"At its best, HIV journalism can hold governments accountable, influence national and global agendas, give people vital information and even save lives," said Ms. Penny Duckham of the Kaiser Family Foundation at the award presentation. "Through this award and many other initiatives we hope to encourage excellence in journalism on critical health issues in Africa and around the world."

This year, 54 applicants from 22 African countries vied for the Award. The applicants were short-listed and selected by an independent judging panel. The CNN Awards were established in 1995 and recognize excellence in a variety of reporting topics. The competition is open to African journalists working on the continent for an African-owned media organization that broadcast or published their entry between January and December of the year preceding the award.

The Kaiser award is part of the Kaiser Family Foundation's global effort to improve the breadth and substantiveness of HIV/AIDS reporting, and to increase access by journalists worldwide to the most current information on HIV/AIDS.

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Charity Mboozi accepting her award. Click on image for a larger version

- To view the documentary click here
- Additional information on the award is available here

Global Broadcast Coalition: Spreading Information Faster than the Disease - Is all this effort paying off?

Global media leaders are said to be re-writing the book on the role of broadcast media - both big and small - in educating and informing their audiences about HIV/AIDS, making this one of the best examples of corporate social responsibility in the broadcast industry.

Adv. Dali Mpofu, Chair of the Global Media AIDS Initiative and Group Chief Executive of the South African Broadcasting Corporation emphasizes that companies have moved well beyond the old model of airing isolated public service ads in the early hours of the morning to producing and sharing HIV-themed content for every programming format and participating in company-wide briefings on how to incorporate HIV into everyday programming and business practices.

In an article in the July/August 2007 Global AIDSLink Magazine, Adv. Mpofu asks the pertinent question: Is all this effort paying off? "A quick glance at the statistics about global media penetration indicates that it is, and then some" he asserts.

"Just as commercial media use their best creative talent to develop programming that appeals to target audiences, GMAI broadcasters work equally hard to ensure that HIV programming connects with young people in a language they can relate to and with messages that reflect the realities of their lives."

"GMAI is also demonstrating that media can do more than transmit HIV information. It can help open doors to encourage discussion of the most important issues facing the communities our members serve, through programming that addresses issues relating to healthy sexuality, gender equality, drug use, and stigma and discrimination against people living with or perceived to be at risk for HIV."

- For the full article in the Global AIDSLink Magazine, go here
- For more on the Global Media AIDS Initiative, go here
- For more on the African Broadcast Media Partnership on HIV/AIDS (ABMP) go here

The 3rd Annual ABMP Executive Summit Scheduled for Nairobi, Kenya, September 5

Top executives from the 51 member companies of the ABMP will meet in Nairobi, Kenya on September 5 for the 3rd Annual Executive Summit of ABMP member companies. The Annual Summit provides the overall leadership and strategic direction for the development and implementation of this continent-wide initiative. The Executive Summit will examine progress since the launch of the ABMP in October 2005 as well as discuss the public response to, and impact of, the YOU campaign. The Summit will also review future plans for the YOU campaign as well as other content development initiatives to boost HIV/AIDS programming across the continent.

Executives will also identify additional priorities and initiate plans for the further development and expansion of the ABMP. This meeting will make a crucial contribution to the realization of a comprehensive pan-African framework for the development of HIV/AIDS-related broadcast content, as well as plans to facilitate and enhance local programme development and production capacity.

- For more on African broadcast Media Partnership on HIV/AIDS (ABMP), go here

Role of Media in the Fight Against HIV/AIDS

The media has a crucial role to play in the global effort to combat HIV/AIDS. Major broadcast media corporations globally have joined together to increase their efforts and to help initiate new media campaigns where the epidemic is still emerging. In South Africa, HIV/AIDS-related media programming has long been a feature of efforts in that country to combat spread of the epidemic. Although South Africa's HIV/AIDS epidemic remains one of the most severe in the world, evidence suggests that the media has been critical to informing high levels of awareness of HIV/AIDS across the population and increasingly important in motivating positive action such as HIV testing particularly among young people.

Dr. Drew Altman, President and Chief Executive Officer of the Kaiser Family Foundation, speaking at a high level forum of some 300 media executives, editors and journalists from across Africa in Cape Town recently, described results of a recent survey conducted by the Kaiser Family Foundation and the South African Broadcasting Corporation to illustrate this point.

- Dr. Altman's full presentation can be viewed by clicking here
- For the full survey report, click here