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Responsible Officers’ Workshop Sandton Convention Center Johannesburg 3 rd May, 2008. Algeria Angola Botswana Burkina Faso Burundi Cameroon Côte d'Ivoire Congo-Brazzaville Democratic Rep. of Congo Ethiopia Gabon Ghana Kenya Lesotho Liberia. ABMP Current Member Countries

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Responsible Officers’ Workshop

Sandton Convention Center


3rd May, 2008

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Burkina Faso



Côte d'Ivoire


Democratic Rep. of Congo







ABMP Current Member Countries

32 countries/53 public and commercial broadcast companies

  • Madagascar

  • Malawi

  • Mauritius

  • Mozambique

  • Namibia

  • Nigeria

  • Rwanda

  • Senegal

  • Seychelles

  • South Africa

  • Sudan

  • Swaziland

  • Tanzania

  • Togo

  • Uganda

  • Zambia

  • Zimbabwe

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Africa Media Group, Tanzania

Botswana Radio and Television Services

Broadcasting Organisations of Nigeria

Buddu Broadcasting Services, Ltd, Uganda

Cameroon Radio Television

Ethiopian Radio and Television Agency

e.TV, South Africa

Federal Radio Corporation of Nigeria

Ghana Broadcasting Corporation

ITV-Independent Television Ltd./Radio One, Tanzania

Instituto de Comunicação Social, Mozambique

Kenya Broadcasting Corporation

l’Office Rwandais d’Information (ORINFOR)

Lesotho National Broadcasting Services

Liberian Broadcasting System

Malawi Broadcasting Corporation

Mauritius Broadcasting Corporation


Metro TV, Ghana

Namibian Broadcasting Corporation

Nigerian Television Authority

Radio AFRICA No. 1, Gabon

Radio Lomé, Togo

Radio Moçambique

Radio Nacional de Angola

Radio National Malagasy

Radio et Télévision Publiques de Madagascar (ORTM)

Radio et Télévision Nationale du Burundi

Radiodiffusion Télévision du Burkina

Radiodiffusion Télévision Ivoirienne (RTI)

Radiodiffusion Télévision Sénégalaise (RTS)

Radiodiffusion Nationale Congolaise (DRC)

Radiodiffusion Télévision Congolaise– (Congo Brazzaville)

RCM – Miramar, Moçambique

Sahara Communications, Tanzania

SanyuFM, Uganda

Seychelles Broadcasting Corporation

Sociedade Independente de Comunicação (SOICO), Moçambique

South African Broadcasting Corporation

Sudanese Radio & Television Corporation

Swazi Broadcasting & Information Services

Swaziland Television Authority

Tanzania Broadcasting Services

Telediffusion d’Algerienne

Televisão Pública de Angola

Télévision Togolaise

Televisão de Moçambique

Television Malawi

Uganda Broadcasting Corporation

Voice of Nigeria

Zambia National Broadcasting Corporation

Zimbabwe Broadcasting Holdings

ABMP Member Companies (as of November 2007)

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Specific Objectives

  • Develop policies, strategies and structures to ensure integration of HIV/AIDS as a core business priority of the company

  • Dedicate resources, including financial, technical and other expertise from their own existing resources in support of the first objective

  • Identify and develop program content across programme genres and schedules with consistent, clear and forthright messaging within a comprehensive communications approach to HIV reduction

  • Engagewith government and other in-country partners to coordinate with in-country HIV/AIDS campaign and to leverage additional resources in support of these objectives

  • Commit a minimum of 5% airtime per day in an 18 hour daily schedule (06h00-24h00 half in prime time and the balance across the schedule across all stations and programme formats

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Responsible Officers

Expectations & Responsibilities

1. Principal Company Liaison

2. Facilitate communication within company and with Secretariat – Responsiveness is Key

3. Promote the Goals of the ABMP & the YOU Campaign within Company

- Ensure awareness, understanding and buy-in at all levels

- Facilitate innovative thinking about how company can

advance ABMP goals within existing resources

- Explore opportunities to promote goals through new


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Responsible Officers

Expectations & Responsibilities continued

4. Ensure Sustained Scheduling of YOU Campaign &

Supporting Programming

- Develop innovative ideas for extension of the campaign

5. Provide Ongoing Feedback on Company Contribution to Goals of ABMP & Promotion of the YOU Campaign

- Scorecard Survey

- Audience Response and Other Interest Groups

- Campaign scheduling

- Supporting programming

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Primary Motivation for this Reinvigorated Approach

  • Most debilitating of endemic disease affecting Africa

    -2 million deaths from AIDS in 2005

  • Decimating the economical productive population across the worst affected countries – the breadwinners and parents

    -life expectancy reduced by 10-20 years across worst affected countries

    -already 12 million AIDS orphans

  • Real reductions in the rate of HIV infection are possible—requires sustained, coordinated communication approach focusing on key behaviors driving the epidemic

  • HIV prevention does work

    -50% of Africans under 20—most not yet sexually active and not HIV+

  • Broadcast media have a critical role

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Attitudes Towards Media as a Source ofInformation About HIV in South Africa

  • Among South African youth ages 15-24:

  • 81%say the media are very effective in teaching young people about HIV/AIDS

  • 83%say national HIV campaigns are very effective in teaching young people about AIDS

  • 89%say TV or radio had a positive impact on their understanding of HIV/AIDS and related sexual behaviors

  • 90%say HIV-related ads and shows on radio and TV get people talking about HIV/AIDS

Source: Young South Africans, Broadcast Media, and HIV/AIDS Awareness, KFF and SABC (conducted Aug. – Dec. 2006).

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Primary Communications Challenge

  • High levels of HIV/AIDS awareness

  • Disconnect between awareness and internalization of personal risk

  • Additional Factors:

    • peer pressure

    • sexual coercion

    • gender inequity

  • AIDS fatalism

    • younger generation has grown up with AIDS

    • “normalization” of the epidemic

    • extended gap between infection and the onset of AIDS

  • AIDS fatigue

    • established communication predictable and boring

    • traditional approach has outlived its usefulness

    • failure to offer promise of something better/proffer hope

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    Primary Drivers for HIV Infection in Africa

    • Sexual coercion and peer pressure

    • Gender inequity

    • Low self-esteem and lack of hope for the future

    • Tradition and traditional stereotypes

    • Stigma

    • Subsistence

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    Defining the Target Group

    • Young people ages 15-25

    • Within that age group young women

    • Family and others who support young people

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    Hope-Centered Approach

    • A vision of an HIV-free generation

    • Hope-personalization of the vision ( “it begins with you”)

    • Personal motivation

    • Sense of self-family-community-country

    • Awareness of place in the world

    • Ability to effect change

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    Measurable Outcomes

    • Awareness of the campaign and its goals

    • Increased hope for the future among young people

    • Increased and more open communication between parents and teens

    • Higher levels of HIV-risk awareness and self-reported behaviour change

    • Reduction in incidence of sexual coercion among young women

    • Reductions in rate of HIV infection among young people

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    What Makes a Campaign

    • High visibility, public awareness, positive association

    • Sustained repetition (repeat broadcast) over a long period

    • Clear and consistent messaging

    • Extension of core campaign, messages and themes through supporting programming, on and off-air campaign promotion

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    Pan-African Framework for HIV/AIDS-related Content Development

    • Identify critical communications trigger points that could impact individual behaviour toward HIV prevention.

    • Develop common themes related to these “trigger points” across all programme genres.

    • Facilitate process for development of content shared across broadcasters, and locally produced content.

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    Imagine The Possibility Of An HIV-Free Generation Development

    First Ever Coordinated Multi-Year Pan-African CampaignConceived and Led By AfricansBuilding on African Pride, Accomplishment, Cultural Uniqueness & Aspirations of Youth to- Re-engage Africans in the fight against HIV/AIDS - Promote Awareness of the Power of Individual Choices and Actions - Encourage Fresh Dialogue about Basic Drivers

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    Imagine Afrika Development

    First authentically African reality show featuring 12 young African achievers selected from more than 10,000 nominees from 30 countries in a series of challenges related to health and living conditions affecting many poor communities across Africa—such as HIV/AIDS, water, housing and food supply. And tackling core themes such as gender equity, traditions and taboos around the role of women, communication between parent and children about gender issues, sex and HIV/AIDS.

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    Edu-drama Development

    Pilot mini radio serial drama focusing on relationships between men and women; need for open discussion of key decisions about sex and HIV/AIDS; pregnancy; fidelity; and gender roles and responsibilities. Specifically promotes delayed sexual activity, HIV testing, partner reduction and gender equity.

    Can Tru Love Withstand The Test?