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China Fighting AIDS With New Media Announcements
December 7, 2007 |
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The United Nations Development Programme and the Chang Ai Media Project have hosted the launch of three new ambitious HIV awareness public service announcements with commercial media and advertisement sector partners to promote safe sexual practices in China.
Featuring Jackie Chan, Pu Cunxin and Peng Liyuan, the PSAs were created by Ruby Yang and Thomas Lennon, produced in cooperation with China's Ministry of Health and distribution in association with UNDP. Yang and Lennon won the Oscar for "Best Documentary – Short Subject" at the 2006 Academy Awards.
UNDP, through public-private partnerships with China's commercial media and advertisement sector, aims to utilize the market advantage and entry points of these organizations to greatly expand the effectiveness, geographic coverage and sustainability of AIDS awareness and anti-stigma campaigns.
"This public awareness initiative and multi sector partnership with Government, arts, the private sector and the UN, coming together to distribute information about HIV and AIDS demonstrates a new willingness in China address these issues," stated UNDP China Country Director Subinay Nandy. "Furthermore, it shows our collective resolve against the HIV and AIDS epidemic, which is one of the most serious development challenges affecting all of us."
Participating media companies in this campaign include Air Media, Beijing CityTV Media, EPIN Media Holdings; Ltd., Towona Mobile Media, and 56.com. By donating air time on their video advertisement platforms potentially hundreds of millions of people will view these new and innovative PSAs every month over the next year. The total estimated value of donated air time is over US$1.5 million.
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