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Russian media companies launch unprecedented
public health effort on HIV/AIDS
READ THE RUSSIAN VERSION
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.
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.”
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
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).
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:
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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