African Broadcast Media partnership against HIV/AIDS plans 24-country campaign

Oct 5 2006

The African Broadcast Media Partnership Against HIV/AIDS, which includes 37 major public and private broadcast companies, on Dec. 1 will launch the first multiyear, pan-African campaign across 24 countries to raise public awareness about HIV/AIDS, Reuters reports (McGregor, Reuters, 9/22).

The campaign is part of a five-year effort to significantly increase the amount of HIV/AIDS-related programming by African broadcasters (African Broadcast Media Partnership Against HIV/AIDS release, 9/22).

Under the initiative, African television and radio stations will devote at least 5% of airtime -- about one hour per day -- to HIV/AIDS programming.

According to organizers, the partnership aims to halt the spread of HIV, inform HIV-positive people that they can live normal lives and urge young people to practice safer sexual habits that reduce their risk of contracting HIV.

The campaign, to be launched simultaneously at 13:00 GMT on World AIDS Day on Dec. 1, will include a combination of public service announcements and longer-form programming (Reuters, 9/22).

The campaign will promote the idea of an HIV-free generation and use the tagline, "imagine the possibility: it begins with YOU" (African Broadcast Media Partnership Against HIV/AIDS release, 9/22).

Young people who achieve their life goals and African icons -- such as Nobel Prize winner Archbishop Desmond Tutu and Liberian President Ellen Johnson Sirleaf -- will be featured in the PSAs.

In addition, local television and radio stations next year will receive training and technical assistance to integrate HIV/AIDS themes and messages in popular programs including soap operas, documentaries and sitcoms (Reuters, 9/22).

ABMP's main funding partner in the "YOU" campaign will be the Coca Cola Africa Foundation, which will contribute $1.5 million over the next three years.

The campaign will anchor a multiyear effort by ABMP, which was formed at an October 2005 summit of African broadcasters organized by the broadcasters, the Kaiser Family Foundation and the Nelson Mandela Foundation in an effort to reinvigorate the role of African broadcasters in combating HIV/AIDS (African Broadcast Media Partnership Against HIV/AIDS release, 9/22).