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Russian Media Partnership to Combat HIV/AIDS 2006:

Russian Media Partnership to Combat HIV/AIDS 2006: Key results & directions of development. HIV/AIDS in Russia today. Over 350,000 HIV cases registered officially According to Russian and international experts, about 1.5 million Russians are living with HIV today

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Russian Media Partnership to Combat HIV/AIDS 2006:

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  1. Russian Media Partnership to Combat HIV/AIDS 2006: Key results & directions of development

  2. HIV/AIDS in Russiatoday • Over 350,000 HIV cases registered officially • According to Russian and international experts, about 1.5 million Russians are living with HIV today • 4 out of 5 Russians living with HIV are under the age of 30 • 4 out of 10 newly registered cases of HIV are women • Heterosexual transmission is on the rise: • 2001: 4% all new cases • 2005: up to 50% new cases in some regions

  3. Russians on the issue Do you think that the number of people living with HIV decreased, increased or remained the same over the last 5 years? Increased Remained the same Decreased Difficult to say Source: Russian Media Partnership to Combat HIV/AIDS, All-Russia survey (conducted from July 4 to 19, 2005)

  4. Russians on the issue Do you think that enough is being done on HIV/AIDS in Russia? Not enough Enough Difficult to say Source: Russian Media Partnership to Combat HIV/AIDS, All-Russia survey (conducted from July 4 to 19, 2005)

  5. Case for informing Do you experience discomfort with public discussion of HIV/AIDS? Those who believe that in Russia all efforts must be undertaken to inform about HIV (what it is, how it is prevented and diagnosed) … No Every youth Yes Every adult Difficult to say Source: Russian Media Partnership to Combat HIV/AIDS, All-Russia survey (conducted from July 4 to 19, 2005)

  6. Sources of information about HIV Those who encountered information about HIV over the last 6 months did so in Television Newspapers Medical institutions Magazines Posters on the street or in transport Radio Booklets or flyers Internet Source: Russian Media Partnership to Combat HIV/AIDS, All-Russia survey (conducted from July 4 to 19, 2005)

  7. Sources of information on HIV Which sources of information on HIV do you consider trustworthy? Television Medical institutions Newspapers Magazines Radio Internet Posters in the street or in transport Booklets and flyers Source: Russian Media Partnership to Combat HIV/AIDS, All-Russia survey (conducted from July 4 to 19, 2005)

  8. Basis for acting now Do you personally know anyone who is living with HIV? July 2005 July 2006 No No Difficult to say Difficult to say Yes Yes Source: Russian Media Partnership to Combat HIV/AIDS, All-Russia survey (conducted from July 4 to 19, 2005 and July 12 to 26, 2006)

  9. Russian Media Partnership (RMP) • January 2004: Kofi Annan launches the Global Media AIDS Initiative (GMAI) • October 2004: Eurasia Media Leaders Summit on HIV/AIDS • December 2004: RMP launches StopAIDS: Affects Every One campaign

  10. Model: competing media companies

  11. RMP mission & objectives • Effectively mobilize resources of the media community in order to: • Increase awareness of HIV, its prevention, diagnostics and treatment • Facilitate increased tolerance towards people living with HIV • Create a platform and an atmosphere conducive for an open social dialogue on HIV

  12. Optimization of resources Media partnership TPAA: implementation & coordination Funding; international practices Expert & political support Communication platform Model for replication Expert community (state, private sector, civil society) Communities of people living with HIV International community of investors & experts

  13. Comprehensive approach AWARENESS CAMPAIGN EDITORIAL CONTENT SPECIAL PROJECTS JOURNALIST TRAINING AND SUPPORT PROGRAM INFORMATIONAL RESOURCES

  14. 2006: StopAIDS campaign As ofOctober 1, 2006 • Television: • 3161 airings • 11% prime time • Cinema theaters: • 7272 airings • Outdoor: • 2855 surfaces • 475696 airings • Print: • 24 modules • DVD: • 10 releases • Content integration: • Television: • TNT • Moscow: Instructions for Use • Sex with Anfisa Chekhova • MTV Russia • Newsblock • Molodtsy • DTV Viasat • Careful! A scam! • Print: • Cosmopolitan • YES!

  15. 2006 Impact: campaign awareness January 2006 – July 2006: campaign logo, outdoor (city ad), 5 video PSAs Familiar with at least one material Familiar with a video or outdoor PSA Familiar with at least one video PSA Familiar with logo Familiar with outdoor PSA Source: Russian Media Partnership to Combat HIV/AIDS, all-Russia survey (12-26 July 2006)

  16. Reaction to campaign materials Of those, who are familiar with the campaign: Find materials convincing Materials evoked desire to learn more about HIV Took action to learn more about HIV Source: Russian Media Partnership to Combat HIV/AIDS, all-Russia survey (12-26 July 2006)

  17. Campaign impact NOT familiar with campaign Familiar with campaign Reject personal risk of becoming HIV-positive 30% 36% Believe that a person can take action to prevent HIV 91% 84% Personally take action to prevent HIV transmission 64% 50% 44% Express desire to learn more about HIV 31% Report doing something to get information about HIV 22% 9% Source: Russian Media Partnership to Combat HIV/AIDS, all-Russia survey (12-26 July 2006)

  18. Campaign impact NOT familiar with campaign Familiar with campaign Positively react to hypothetical offer from partner to get tested for HIV 76% 69% Discussed taking an HIV test with partner 13% 7% 21% Got at HIV test within the last year 15% Got the test on their own initiative 12% 6% Source: Russian Media Partnership to Combat HIV/AIDS, all-Russia survey (12-26 July 2006)

  19. Attitude: personal risk Do you think you personally have the risk to become HIV-positive? 2006 High risk Low risk No risk 2005 Source: Russian Media Partnership to Combat HIV/AIDS, all-Russia survey (12-26 July 2006)

  20. Campaign resource: www.stopspid.ru January 2006 – October 2006: • Average number of visitors: 6,100 per month • Average # of pages viewed per visit: 10 • 1,237 registered users • 70% visitors spend over 2 minutes on the site • Total page views: 535,600 • Facts about HIV: 147,956 • Testing:26,257 • Risk of HIV transmission: 18,700 • Act: 33,151 • Take an HIV test 15,764 • Life stories: 12,603

  21. Key results: Partnership • Model and experience of the RMP is highlighted as best practice in the first report of the Global Media AIDS Initiative • RMP model is already being reproduced abroad • The StopAIDS campaign is recognized as a key awareness effort by the first Country report of the RF on HIV/AIDS • Platform created for implementation of a comprehensive awareness effort: • Opportunity for public-private partnershipbetween RMP and Ministry of Health & Social Development

  22. Directions of development • NATIONAL: • Brokering public-private partnership in the fight against HIV/AIDS with the Ministry of Health and Social Development • REGIONAL: • RMP expansion in the Russian regions • INTERANTIONAL: • Ukrainian Media Partnership launched (TPAA, GDA) • Interest in the model from Central Asia AIDS Project • Potential interest in China (GBC)

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