it begins with you
 

our mission  

 

objectives & targets

  • Increase the amount, as well as the informational and entertainment value of HIV/AIDS and health-related broadcast programming
  • Re-engage audiences in efforts to combat HIV/AIDS and to improve their lives through personal motivation and by working together with family, friends and community
  • Encourage new public leadership in the fight against HIV/AIDS and in extending health and development opportunities for all Africans
  • Promote HIV-testing and increased HIV/AIDS and health-related information and service access

  *ABMP member companies provide a minimum of 5% daily airtime in support of the ABMP’s efforts as well as substantial personnel and production resources. The YOU campaign is developed and produced with the operational, technical and funding support of the Henry J. Kaiser Family Foundation. Additional funding is provided by the David and Lucille Packard Foundation, the Bill and Melinda Gates Foundation, UNAIDS, UNICEF, the U.S. Agency for International Development and the World Health Organization.

News

Producing innovative programming focusing on PMTCT workshop

In early November more than 40 TV and radio program producers from 15 African countries gathered in Johannesburg for a three day workshop on producing innovative programming focusing on PMTCT. The workshop, organized by the African Broadcast Media Partnership (ABMP)—a pan-African coalition of more than 60 African broadcast companies committing significant airtime and production resources in the fight against HIV/AIDS—focused on developing innovative approaches to broadcast programming promoting access to services for Prevention of Mother to Child Transmission (PMTCT) of HIV. The workshop is part of a year-long broadcast media campaign launched by the ABMP last August designed to increase public awareness of PMTCT and to encourage broader community support for HIV positive women who are pregnant. The campaign is anchored by a series of television and radio ads, reinforced by longer form programming produced by local broadcasters. With the support of C-Change/USAID the ABMP developed a series of programming manuals to help broadcasters produce informative and entertaining programming on the topic of PMTCT and related issues such as partner support, stigma and traditional attitudes to child bearing and birth.

The training workshop was organized with the support of AusAid, UNICEF, UNAIDS and WHO.
(Click on thumbnail to view larger image)


The YOU campaign is the anchor effort of the African Broadcast Media Partnership (ABMP) - a continent wide coalition of African broadcast companies working to combat HIV/AIDS and improve the health and well being of Africans through increased broadcast programming geared to engage and motivate all Africans in the effort to shape a better future for all Africans. Using the tagline Imagine the possibility of an HIV-free Generation: It begins with YOU!, the campaign is built around sustained series of public service ads on radio and television with regularly renewed creative supported by longer form programming produced by ABMP member companies. A minimum 5% daily airtime commitment by ABMP member companies ensures high repeat broadcast for campaign-related content.

The ABMP relies on the commitment by member companies of a minimum of 5% daily airtime (approximately one hour) to ABMP-related programming, as well as production and personnel resources for development of longer form content. Financial support for the ABMP’s core content development and training activities is currently provided by USAID, UNICEF and UNAIDS. The ABMP has received substantial technical, operational and funding support from the Kaiser Family Foundation. Significant additional support has been provided by the Coca-Cola (Africa) Foundation, the Bill & Melinda Gates Foundation, the David & Lucile Packard Foundation and Johnson & Johnson.

The ABMP also piloted a radio mini drama series in 2008 titled Can Tru Love Withstand the Test? The highly dramatized series features the typical circumstances most young people encounter as they negotiate relationships and the social and economic pressures of early adulthood. Based on the success of the pilot, this series has continued with 2 new episodes each month through to the end of 2010. To listen to clips of the series, go to http://itbeginswithyou.org/ads/edudrama.html

A New Phase!!!
1 Dec 2011 – 30 Nov 2012

A new campaign was launched on 1 December and will run through to the end of November 2012. This campaign breaks new ground for the ABMP by focusing on the vulnerability of young women to HIV-infection, reproductive health awareness and the promotion of reproductive health services including HIV testing, family planning and the prevention-of-mother-to-child-transmission of HIV, gender equity and life choices for young women.

Key Messages

  • Promote open communication between men and women about relationships, sex and HIV/AIDS.
  • Advocate for relationships based on equity, trust and shared responsibility.
  • Encourage people to recognise that traditional stereotypes and cultural perceptions pertaining to relationships between men and women, gender equity and sexual behaviour exacerbate risk by encouraging male chauvinism and female submissiveness.
  • Testing for HIV will help to understand your HIV status. It will not protect you from HIV. It is an opportunity to examine your sexual behaviour.
  • Always use condoms consistently with all partners, every time and every round.
  • If the correct procedures are followed transmission from mother to child of HIV can virtually be eliminated.

PMTCT

In August 2010, the ABMP launched a new year-long campaign focusing on Prevention of Mother to Child Transmission of HIV (PMTCT). Nearly half of early childhood mortality in Africa is related to HIV infection. PMTCT if properly applied can virtually eliminate the risk of HIV transmission to newborns, but there is urgent need to increase awareness of PMTCT and access to PMTCT services. The ABMP has committed its resources in support of calls by UNAIDS, the World Health Organization and the Global Fund Against HIV/AIDS, TB and Malaria for universal access to PMCT and an end to HIV infection in newborns. In addition to a creative set of public service ads for television and radio, the ABMP has develop detailed programming guides for ABMP-member companies designed to inform and encourage more innovative programming focusing on PMTCT and related issues.

Can Tru Love Withstand the Test

The ABMP also piloted a radio mini drama series in 2008 titled Can Tru Love Withstand the Test? The highly dramatized series features the typical circumstances most young people encounter as they negotiate relationships and the social and economic pressures of early adulthood. Based on the success of the pilot, this series has continued with 2 new episodes each month through to the end of 2010. To listen to clips of the series, go to http://itbeginswithyou.org/ads/edudrama.html