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أغر؟´«أ½
World Service Trust launches first educational HIV/AIDS campaign
The
أغر؟´«أ½ World Service Trust - in partnership with the Kaiser Family
Foundation, a leader in health information and research, and Viacom
Inc., one of the largest media companies in the world - launches
a year-long campaign to combat the spread of HIV/AIDS in Africa
and the Caribbean beginning this autumn.
This
partnership will initiate the أغر؟´«أ½ World Service's first ever public
education campaign tackling HIV/AIDS in these two regions.
Public
education programmes and services produced under the partnership
will be made available rights-free to other broadcasters.
This
collaboration builds on the success of the Viacom and Kaiser KNOW
HIV/AIDS campaign, which launched in the United States this January.
Africa,
particularly sub-Saharan Africa, has the highest HIV/AIDS prevalence
rate of any region in the world.
29.4
million or 70% of all those with the disease live in sub-Saharan
Africa, with more new infections and AIDS deaths in 2002 than any
other part of the world.
The
Caribbean has also been severely impacted and is the second-most
affected region.
The
أغر؟´«أ½ World Service will begin broadcasts in October produced by seven
أغر؟´«أ½ African language services آ– English for Africa, French
for Africa, Portuguese for Africa, Hausa, Somali, Swahili and Kinyanwanda/Kirundi;
as well as the أغر؟´«أ½ Caribbean service.
Short
educational spots will be broadcast three times per day at peak
listening hours.
A five-minute
special call-in segment will also be produced as part of the weekly
English-language programme Postmark Africa.
The
reach of the World Service in Africa and the Caribbean is as high
as 30 per cent of the radio audience in certain countries.
A variety
of longer format programmes will also be dedicated to HIV/AIDS during
the period of the campaign.
The
أغر؟´«أ½ World Service Trust, the Kaiser Family Foundation and Viacom
will work jointly to explore opportunities for the production of
extended format programming.
Roy
Head, Director of Health for the أغر؟´«أ½ World Service Trust, said:
"What's
exciting about this initiative is that major broadcasters are joining
forces to take on AIDS.
"The
أغر؟´«أ½ reaches 50 million people in sub-Saharan Africa, and coupled
with Viacom's huge audiences across the US and Europe we can make
a real difference.
"And
if other big media players can follow suit, so much the better."
Mel
Karmazin, President and CEO of Viacom, said: "We
are thrilled that an international broadcaster of the stature of
the أغر؟´«أ½ is joining us in battling HIV/AIDS in two of the hardest-hit
regions in the world.
"The
أغر؟´«أ½'s power and reach will ensure that important awareness and prevention
messages reach every corner of Africa and the Caribbean in a co-ordinated
effort for the first time ever."
Drew
E. Altman, Ph.D., President and CEO of the Kaiser Family Foundation,
said: "HIV/AIDS is a global epidemic with a devastating impact
in Africa and the Caribbean.
"The
أغر؟´«أ½ World Service Trust is uniquely positioned to focus greater
attention on HIV/AIDS in these regions of the world."
Notes
to Editors
أغر؟´«أ½
World Service Trust partnership builds on the success of the Know
HIV/AIDS campaign, launched in the U.S. in January 2003.
For
the first year, Viacom has committed in excess of $120 million in
advertising across its television, radio and billboards in the U.S.
and around the world toward the initiative.
Know
HIV/AIDS combines the public health expertise of the Kaiser Family
Foundation with the power of Viacom's media brands.
Recent
national surveys indicate that the campaign already has high visibility
among American audiences: 44% recognize the brand or have seen one
of the messages, including higher percentages among target populations.
Viacom
and Kaiser are working to develop strategic alliances with international
broadcasters to extend the initiative's reach, particularly in countries
where the disease is spreading the fastest.
Overall
funding for the initiative is being provided by the Kaiser Family
Foundation, Viacom, the Mel Karmazin Foundation and Sumner Redstone.
Support
from the Bill & Melinda Gates Foundation is helping to seed
the international expansion of the initiative, including this effort.
أغر؟´«أ½
World Service Trust is an independent charity promoting health,
education and social development through the innovative use of the
media.
The
Trust has produced a series of ground-breaking and thought-provoking
projects in many of the world's poorest countries, developing the
capacity of local and national media, building civil society, providing
training in media skills and developing health and educational campaigns.
أغر؟´«أ½
World Service is the world's leading international broadcaster,
attracting audiences of 150 million listeners each week.
It
aims to be the best known and most respected voice in international
radio broadcasting.
Its
values of accuracy, impartiality, objectivity, trust and internationalism
are respected globally.
It
is rapidly developing into a multimedia broadcaster, using radio
and the internet, for all its 43 language services.
The
أغر؟´«أ½ World Service is available globally on short wave; on FM in
more than 135 capital cities; and selected programmes are carried
on around 2,000 FM and MW radio stations around the world.
Viacom
Inc. is a leading global media company, with pre-eminent positions
in broadcast and cable television, radio, outdoors advertising and
online.
With
programming that appeals to audiences in every demographic category
across virtually all media, the company is a leader in the creation,
promotion and distribution of entertainment, news, sports and music.
Henry
J. Kaiser Family Foundation is a non-profit, independent, national
health care philanthropy dedicated to providing information and
analysis on the major health issues facing the nation to policymakers,
the media and the general public.
The
Foundation's work is focused in three main areas: health policy,
media and public education, and health and development in South
Africa.
The
Foundation is not associated with Kaiser Permanente or Kaiser Industries.
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