Phase I of the China AIDS Media Partnership (June 2007-June 2008) will focus on the development and distribution of HIV/AIDS Public Service Announcements (PSAs). Beijing Perspective Orient Movie & Television Intermediary Co. has agreed to provide one 30-second non-preemptable slot of contributed airtime each week during the broadcast of Fortune China, a popular business show, for a period of one year. The weekly program airs on 71 TV stations in 25 provinces within China, representing a total audience coverage of 741 million.
The project addresses an urgent need for greater public dialogue and understanding on HIV/AIDS in China. It builds upon proven partnership models, including the highly successful Russian Media Partnership to Combat HIV/AIDS led by Transatlantic Partners Against AIDS. It is also a direct response to former UN Secretary General Kofi Annan's call to action under the Global Media AIDS Initiative. The Global Business Coalition on HIV/AIDS was inspired to make this CGI commitment as a result of members' common objective to halt the spread of HIV/AIDS worldwide.
The HIV/AIDS epidemic in China is increasingly generalized and now poses a serious threat to the country's continued social and economic development. An estimated 650,000 people in China are living with the virus. The proportion of new HIV infections attributed to sexual transmission increased from 30.9 percent in 2004 to 43.6 percent in 2006. In some regions, neonatal testing indicates that HIV prevalence is over 1 percent of the general population. Experience in high-prevalence countries indicates that 1 percent is the critical tipping point from which the epidemic's growth accelerates. HIV prevention in China is hampered by lack of education and awareness about the virus and its modes of transmission, as well as stigma and discrimination associated with HIV/AIDS.
Supporters of this project include:
The China AIDS Media Partnership will be coordinated by GBC with the support of various Chinese and international partners.
GBC will work with the Chinese Ministry of Health, Chinese Center for Disease Control, UNAIDS, the Kaiser Family Foundation, and the Global Media AIDS Initiative to produce two PSAs for launch by spring 2008. These PSAs will be broadcast by Orient for a period of one year, at a value of $1,300,000 in free airtime.
Production of additional PSAs will continue through June 2008. GBC will seek additional coverage by approaching other potential media partners in China in order to expand the broadcasting platforms and prepare for Phase II of the partnership.
In Phase II (2008-2009), GBC will:
- Continue recruitment of media companies to join the initiative;
- Conduct a Knowledge Attitude and Practices survey to inform campaign development;
- Produce and place a second round of advertising (TV, radio, outdoor, and print) and advance entertainment programming and journalism platforms;
- Organize a Media Leaders Summit, which will convene media executives to strengthen their response and commitment to HIV/AIDS programming;
- Conduct evaluations of 2007-2008 PSAs and programming;
- Assess HIV/AIDS awareness and attitudes in key market segments;
- Continue seeking new partnerships to distribute informational materials.
Impact will be measured through the following indicators:
- Increased awareness of HIV/AIDS (as measured through knowledge, attitudes, practices surveys);
- Number of media and corporate partners actively engaged in the partnership;
- Volume and estimated value of airtime, internet, outdoor, and print space dedicated to HIV/AIDS-related messages and coverage;
- Volume and quality of HIV/AIDS coverage by the Chinese media.
Anticipated Launch: Spring 2008
2 PSAs produced, weekly broadcasts on Fortune begin
Participants in this Activity: GBC, programmatic partners, Coca-Cola and other lead sponsors, Beijing Perspective Orient Movie & Television
SEEKING: financial resources, implementing partners, media and marketing assistance. Thanks to your support
OFFERING: best practices information, media and marketing assistance.