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Yao Ming To Headline New HIV/AIDS Amareness Campaign In China
March 6, 2006 |
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EPIN Media and the United Nations Development Programme (UNDP) are cooperating to display HIV/AIDS education and awareness audio visual materials on board trains in China.
EPIN Media currently operates plasma TV advertisement outlets on trains and will begin showing the Yao Ming/Magic Johnson HIV/AIDS stigma reduction public service announcement (PSA) on up to 50 routes across China.
According to the "2005 Update on the HIV/AIDS Epidemic and Response in China" recently released by the Ministry of Health and UNAIDS, HIV/AIDS awareness among China’s migrant workers and the general population remains dangerously low, which is a reason for the continued stigma and discrimination against people living with HIV/AIDS.
By raising the HIV/AIDS awareness among the general population, the Yao/Magic PSA aims to reduce the stigma and discrimination people living with HIV/AIDS face in society.
There is an urgent need to strengthen the general population's knowledge and understanding of HIV/AIDS, and private media organizations are in a perfect position to facilitate efficient and sustained distribution of HIV/AIDS education and awareness messages.
By using its unique technological and market advantage in the private media sector, EPIN Media is substantively supporting China’s multi-sectoral response by providing potentially millions of train passengers, including migrant workers, students and businessmen, continuous access to HIV/AIDS educational materials through its TV advertisement platforms.
The United Nations Development Programme (UNDP), a co-sponsor of UNAIDS and member of the Theme Group on HIV/AIDS in China, works with the private sector to mobilize resources and use their individual market advantage to become fully engaged with HIV/AIDS in the workplace and support prevention and awareness activities in communities.
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