REGIONAL BROADCAST INITIATIVES
AFRICAN BROADCAST MEDIA PARTNERSHIP AGAINST HIV/AIDS (ABMP)
The African Broadcast Media Partnership Against HIV/AIDS (ABMP) is an historic pan-African coalition of broadcast companies who came together in 2005 following an unprecedented meeting of media executives for the purpose of reinvigorating and increasing the effectiveness of broadcast media’s contribution to the fight against HIV/AIDS. The ABMP aims to embrace all African countries and to include both public and commercial broadcasters. Inspired by UN Secretary General’s call to action under the Global Media AIDS Initiative, the ABMP creates a structured framework for leveraging broadcast media resources with the goal of significantly expanding HIV/AIDS-related broadcast programming across Africa.
ABMP signatory companies have pledged an unprecedented 5% of daytime airtime – approximately one hour per day – for HIV/AIDS content. The commitment of broadcasters is defined by an alignment of interests and expectations; airtime is not purchased for placement of HIV/AIDS messaging and companies are committed to leveraging existing resources for increased HIV/AIDS communication. By taking a business-centered approach, the ABMP seeks to: mainstream HIV/AIDS related communication and programming; leverage existing programme formats and broadcast resources in support of increased HIV/AIDS-related communication; and provide for sustainability of the approach and the stepped up effort. As influential opinion leaders in their respective communities, media leaders’ active engagement in the fight against HIV/AIDS also sends a powerful signal to policymakers and other stakeholders about the importance of a collaborative and stepped up response to the HIV/AIDS epidemic.
To meet its goals, the ABMP facilitates two streams of content development within a pan- African strategic HIV/AIDS communication framework:
The ABMP is overseen by a Steering Committee of broadcast executives nominated by the broader ABMP membership meeting annually. Major operational, technical and funding support is provided by the Kaiser Family Foundation. Additional financial support is provided by the Bill& Melinda Gates Foundation, the Coca-Cola Africa Foundation, the Nelson Mandela Foundation and Merck & Company.
Asia-Pacific Media AIDS Initiative
Launched in May 2007, the Asia-Pacific Media AIDS Initiative (AMAI) represents broadcasters across the region united in response to HIV/AIDS. Coordinated by the Asia-Pacific Institute for Broadcast Development (AIBD), the AMAI seeks to mobilize media companies to expand their programming and corporate commitment to AIDS. Through a series of capacity-building workshops, executive outreach, and other training activities, the AMAI will coordinate resources and expand awareness about HIV/AIDS across the region.
Learn more: http://www.aibd.org.my/activities/amai/
The Caribbean Broadcast Media Partnership on HIV/AIDS (CBMP) unites top broadcasters from more than 20 countries in the region’s first coordinated media response to the pandemic. The Partnership creates a structured framework for sharing information and resources among broadcasters that significantly expands HIV/AIDS-related programming and public education activities across the Caribbean. Member broadcasters deliver HIV/AIDS information across a variety of platforms and formats, including targeted public service ads (PSAs), entertainment programming, news and public affairs programming, and online resources. The CBMP was launched in May 2006 at a regional summit of media executives on HIV/AIDS, organized by the Caribbean Broadcasting Corporation, the Caribbean Broadcasting Union, and the Kaiser Family Foundation.
CBMP broadcast members have made HIV/AIDS a business priority – committing to a minimum of 30 seconds of airtime per hour (or about 12 minutes per day) to HIV content, as well as pledging to cover AIDS across all programming genres, including news, public affairs, entertainment, and new media platforms. In March 2007, in conjunction with the ICC Cricket World Cup 2007, the CBMP launched LIVE UP: Love. Protect. Respect. – a new cross-cutting public education campaign to support all of the Partnership’s programming components. Developed by the CBMP with support from a regional advisory committee of media and HIV/AIDS experts, LIVE UP aims to inspire audiences, especially young people, to consider what is within their power to stem the spread of HIV/AIDS. LIVE UP creates a regional movement by linking audiences together across the Caribbean with one message of hope and possibility in an age of AIDS.
The CBMP is overseen by a Steering Committee of broadcast executives representing a diverse constituency of media houses from Barbados, Grenada, St. Vincent & Grenadines, Trinidad & Tobago, Jamaica, Belize, and regional organizations Caribbean Media Corporation and Caribbean Broadcasting Union, with strategic and technical guidance and production support from Kaiser. The Ford Foundation and the Elton John AIDS Foundation provide additional financial support to underwrite production of campaign materials and informational resources. For more information, visit http://www.cbmphiv.org
China HIV/AIDS Media Partnership (CHAMP)
China HIV/AIDS Media Partnership (CHAMP), a multi-year awareness campaign to counter stigma and curb the spread of HIV/AIDS. CHAMP mobilizes the communication power of mass media and commercial marketing to raise awareness of HIV/AIDS in China. The project was initiated in August 2007 to addresses an urgent need for greater public dialogue and understanding on HIV/AIDS in China. Sponsored by the Global Business Coalition on HIV/AIDS, TB and Malaria (GBC), with joint support from its business, media, and NGO partners, CHAMP is an unprecedented collaboration between China's government and leading media outlets and private enterprises to develop a coordinated cross-platform public awareness campaign on HIV/AIDS. The campaign is expected to play an important role in achieving the objectives of China's action plan for Reducing and Preventing the Spread of HIV/AIDS 2006 - 2010.
As of October 2008, GBC China has recruited more than 20 national and international public and private sector partners to join the CHAMP initiative. CHAMP's media members have committed over US$3 million worth of pro-bono air time to broadcast its public service announcements covering over 200 TV stations in more than 25 provinces all over the China.
Russian Media Partnership to Combat HIV/AIDS – StopSPID
As a response to the GMAI call to action, Transatlantic Partners Against AIDS (TPAA), the United Nations Joint Programme on HIV/AIDS (UNAIDS), the Henry J. Kaiser Family Foundation (KFF) and the United Nations Department of Public Information organized the Eurasia Media Leaders Summit on HIV/AIDS, chaired by Alexander Dybal, Chairman of the Board of Directors of Gazprom-Media, a founding member of the Secretary General's Global Media AIDS Initiative. The Summit convened top media leaders from Russia, Ukraine and other CIS countries in Moscow on October 27, 2004 to explore specific ways to leverage the unique communication power of mass media to deliver HIV/AIDS awareness messages the help slow the spread of the epidemic and improve the lives of people living with HIV/AIDS. The Russian Media Partnership to Combat HIV/AIDS was born from this summit.
Russian Media Partnership to Combat HIV/AIDS (RMP) is a unique collaboration of over 40 top media companies and consumer products companies that mobilizes the communication power of mass media to fight HIV/AIDS in Russia. The Media Partnership develops and implements the StopAIDS campaign, a coordinated, cross-platform, multi-year public awareness campaign to prevent the spread of HIV/AIDS and eliminate stigma and discrimination against people living with AIDS. The StopSPID campaign, which is led by the Russian Media Partnership to Combat HIV/AIDS, challenges stigma and discrimination associated with HIV/AIDS while raising public awareness about prevention, testing and treatment. The campaign includes (1) an integrated information campaign in TV, radio, printed media, outdoor venues, cinemas and advertising for consumer goods; (2) integration of HIV/AIDS-related topic into informational, analytical and entertainment programming; (3) public access to information resources; (4) briefings and workshops for media organizations and journalists; and (5) special projects aimed at involving target groups in the fight against AIDS.
The StopSPID campaign and the Russian Media Partnership to Combat HIV/AIDS are coordinated by TPAA. The Kaiser Family Foundation, Viacom, and UNAIDS provide ongoing substantive and communications guidance, as well as financial support for production of StopSPID campaign messages. In addition, the Bill & Melinda Gates Foundation, the World Bank Group and United States Agency for International Development (USAID) provide financial support to StopSPID through separate grants to TPAA.
Latin American Media AIDS Initiative
While individual broadcasters across Latin America have produced HIV and AIDS related content, the GMAI recognizes the power of coordinating these efforts to stem the spread of the disease. The GMAI has developed strong relationships with major media companies who broadcast in Latin America to begin to share content and resources. Leveraging these relationships, the GMAI aims to establish a formal Latin American Media Partnership on HIV/AIDS in 2009 modeled on the GMAI’s other regional initiatives. Fundación Huesped, a non-governmental organization based in Buenos Aires, is serving as the GMAI’s regional implementer in Latin America.
To date, TV Globo has committed hundreds of hours of HIV/AIDS programming as part of the GMAI, integrating messages across its entertainment, news, and online platforms. The Kaiser Family Foundation and Fundación Huesped have worked with the news and entertainment teams of Televisa and Univision to encourage expanded coverage of HIV/AIDS themes in conjunction with the XVII International AIDS Conference in Mexico City. In addition, Fundacion Huesped and Pol-ka, one of the leading independent producers of “telenovelas” and other entertainment programming, have signed a formal agreement to incorporate HIV/AIDS content in Pol-ka’s regionally-distributed content.