Russian media companies launch unprecedented public health effort on HIV/AIDS

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MOSCOW, November 29, 2004 – The Russian Media Partnership to Combat HIV/AIDS – a coalition of leading media outlets and holdings, led by Gazprom-Media, Prof-Media, ROL, CTC Television and MTV Russia -- today launched Stop AIDS (Stop SPID), an unprecedented nationwide cross-platform and cross-marketing media campaign to combat HIV/AIDS through public service messages (PSAs), television and radio programming and print editorial content, consumer products placement, an extensive interactive internet campaign and free print and online information resources. For the first time in the world, competing media companies are launching a coherent, comprehensive campaign under one brand and with one message. During 2005, the Partnership has committed over $50 million worth of commercial advertising space for campaign advertisements.
Stop AIDS begins today in the Russian Federation with the first wave of campaign advertisements debuting during prime-time television and radio programming and in print publications throughout the week. The Partners also launched today the Campaign’s new web portal (www.stopspid.ru), which provides comprehensive information about HIV/AIDS and how to prevent infection.
The first wave of a three-year campaign targets the general population with subsets of youth, parents and opinion elites. A total of 11 television, radio and print ads have been produced for the first stage, and will be placed strategically across the platforms of companies of the Russian Media Partnership to Combat HIV/AIDS. The advertising campaign is complemented by an interactive internet campaign, consumer products placement and special briefings for journalists, editors and producers to encourage integration of HIV/AIDS issues in storylines and scenarios of already established analytical and entertainment programming. Plans for original programming on HIV/AIDS are also currently in development.
In the more than two decades since the HIV epidemic began, 60 million people worldwide have become infected; more than 20 million across the globe have died. Knowledge can help stop the spread of this disease. According to UNAIDS and the World Health Organization, as many as two-thirds of the 45 million new HIV infections projected to occur worldwide over the next decade could be averted with more effective prevention and public education efforts.
Russia has emerged as a new epicenter in the global HIV/AIDS pandemic, registering one of the world’s highest rates of new infections. At present, there are over 300,000 registered cases of HIV infection in Russia, although independent Russian and international experts estimate that between 700,000 and 1.5 million Russians may be living with HIV, representing between 1 and 2 percent of its adult population.
“Less than a year ago, at a meeting with Kofi Annan at the United Nations, Gazprom-Media made a commitment to play a leading role in development and implementation of a national public education effort on HIV/AIDS. That day, together with Transatlantic Partners Against AIDS, we issued a call to action to Russian and international partners to join the effort. What we are seeing here today is completely unprecedented – nearly thirty competing media outlets have come together to work with local and international HIV/AIDS experts to launch a coordinated campaign, whose potential reach and impact on the HIV epidemic in Russia is truly awesome,” said Alexander Dybal, Chairman of the Board of Directors, Gazprom-Media and Chairman, Russian Media Partnership to Combat HIV/AIDS.
Leonid Yurgelas, MTV Russia’s General Director, added, “As a youth-focused media outlet, engaging in fighting HIV/AIDS is not a question for us. With 4 out of 5 people living with HIV in Russia today being under the age of 30, in business terms we are talking about our viewers – our consumer base – being a group that in Russia is hardest hit by the epidemic.”
“With the opening of this unprecedented initiative Russia sets a new standard in AIDS awareness and prevention campaigns around the world,” stated John Tedstrom, President and CEO of Transatlantic Partners Against AIDS. “From television and radio, to print, Internet and consumer products, this campaign is based on collaboration and partnership of the highest order. We are especially grateful to our partners at Viacom and the Kaiser Family Foundation, UNAIDS and to our Russia-based partners AFEW, Focus-Media and Info-Plus. We are also very grateful to our colleagues in Russia's Ministry of Health and Social Development who provided expert input.”
All facets of the campaign direct audiences to the initiative’s comprehensive Web site, www.stopspid.ru. The interactive website targets a younger and an older audience, with parallel interfaces and content developed specifically for Under 25 and Over 25 sections, and offers comprehensive information on HIV/AIDS, as well as links to other resources on HIV/AIDS, testing centers, counseling services etc. About Transatlantic Partners Against AIDS (TPAA).
Transatlantic Partners Against AIDS (TPAA), is an international non-governmental organization that fights HIV/AIDS in Russia, Ukraine and neighboring countries by raising awareness and political will, providing high-quality policy research and analysis of HIV/AIDS issues, and supporting policymakers, business executives, and media leaders in their efforts to be effective in the fight against HIV/AIDS. For more information, visit TPAA online at www.tpaa.net.

About the Russian Media Partnership to Combat HIV/AIDS

The Russian Media Partnership to Combat HIV/AIDS represents an unprecedented collaboration by top media companies from across the Russian Federation to address the country’s rapidly growing epidemic. Launched in conjunction with the Global Media AIDS Initiative in January 2004, the Partnership seeks to mobilize the communication power of mass media to prevent HIV transmission and reduce stigma and discrimination of people living with HIV/AIDS. The Partnership utilizes a variety of communication media to get information about HIV/AIDS to the Russian public, including: targeted public service advertising; news and entertainment programming; specialized training for journalists; special events; and free informational resources. The Partnership is coordinated by Transatlantic Partners Against AIDS (TPAA) with technical guidance and production support from the Kaiser Family Foundation, Viacom, and UNAIDS. The Partnership has been showcased as a model effort during several international events, including the Eurasia Media Leaders Summit on HIV/AIDS held in Moscow on October 27, 2004, the 2004 EU Conference on Corporate Social Responsibility and the Global Creative Meeting on HIV/AIDS, held at the U.N. on November 23, 2004.

For more information, contact:
Natalya Katsap
Manager, Media Partnerships, TPAA/Moscow
Director, Russian Media Partnership to Combat HIV/AIDS
Tel: +7 (095) 510.5370 ext. 120
Mobile: +7 (905) 754.5340
Website: www.tpaa.ru (in Russian) - www.tpaa.net (in English)

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