Media Partnership against AIDS

This collaboration between VH1 and the Global Fund is a response to United Nations Secretary General Kofi Annan's call earlier in 2004 for a Global Media Initiative against HIV/AIDS. The strategic purpose of the partnership is highlighted in this comment by Sumner Redstone, Chairman and Chief Executive Officer of Viacom (VH1's parent company): "AIDS is a disease that knows no boundaries and affects everyone. VH1, with the largest audience in its history, is a powerful network that connects its viewers to the heart of pop culture. Now, it is utilizing that reach and influence to get the word out about HIV/AIDS and to bring the mission of the Global Fund closer to the millions of people that tune into the channel every day." Richard Feachem, Executive Director of the Global Fund said of the company's partner: "VH1's provocative creativity is sure to make people think differently about the AIDS crisis."

Together, VH1 and the Global Fund created a series of 30-second awareness spots that VH1 is airing to inspire viewers to learn and act. Arresting images are designed to engage and involve viewers. For example, the PSA "Weapons of Mass Destruction" draws on Americans' recent focus on the war in Iraq. It is an effort to put AIDS in context by referencing figures to stress the widespread devastation (22 million have already died; 40 million more are infected). A provocative image highlights the worldwide devastation of the AIDS pandemic by likening it to the ultimate weapon of mass destruction. Another spot asks the question, what if the average life expectancy in the USA suddenly became 33 years old, as is now the case on some of the countries worst hit by the AIDS epidemic. Would people notice? Would they try to change it? This spot also uses imagery designed to spur people to take notice, and take action. In it, a young man surrounded by co-workers blows out birthday candles ("33") on a cake, and then promptly falls face-first into the cake (presumably, he has died). His colleagues cease their applause and walk away, unperturbed.

The spots direct viewers to Internet resources that provide information about how to learn more about the worldwide epidemic and the many ways they can be an advocate and join the fight. Hosted on the VHI website, an interactive portal enables people to gauge their knowledge about HIV/AIDS and the stigma and discrimination that is often associated with it, to access facts and news updates, and to learn how artists have engaged in advocacy efforts and how individuals can take action within their own communities. A specified partners' page on this website provides ideas and resources for activism, including signing a petition, voicing concern, attending an event, volunteering, and donating to the Global Fund (a link is provided here). Links to the PSAs aired to date enable viewers worldwide to see what United States' television viewers are seeing.

AIDS.

A Kaiser Family Foundation national survey found that 55% of Americans believe that spending more money on HIV/AIDS prevention in Africa and developing countries will lead to meaningful progress - a 15 percentage point increase since 2002. A large majority of Americans (71%) say the media is their top source for information about HIV/AIDS, while doctors and health care professionals are the second leading source at 9%.

Created in 2001, the Global Fund is a global public-private partnership dedicated to attracting and disbursing additional resources to prevent and treat AIDS, tuberculosis, and malaria. This partnership between governments, civil society, the private sector and affected communities works in close collaboration with other bilateral and multilateral organisations to supplement existing efforts dealing with the three diseases. The Fund works closely with the 129 countries providing assistance during development and implementation of prevention, treatment, and training programmes. Over half of the Global Fund's US$3 billion committed to date goes to fight AIDS in nearly 100 countries; out of every dollar donated, 98 cents goes directly to the cause.

VH1's involvement with the Global Fund grew from a company-wide commitment by Viacom to devote resources to support HIV/AIDS prevention as part of the award-winning KNOW HIV/AIDS initiative, a programme in partnership with the Kaiser Family Foundation. VH1 is available in 87 million households in the USA; it connects viewers to music, artists, and pop culture with series, specials, live events, online content and public affairs initiatives.