Responsible Officers’ Workshop Sandton Convention Center Johannesburg 3 rd May, 2008

1. Responsible Officers’ Workshop Sandton Convention Center Johannesburg 3rd May, 2008

2. 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 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

3. 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 M-Net/MultiChoice 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)

4. 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

6. 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 partnerships

7. 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

8. 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

9. 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).

10. 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

11. 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

12. Defining the Target Group • Young people ages 15-25 • Within that age group young women • Family and others who support young people

13. 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

14. 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

15. 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

16. 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.

17. Imagine The Possibility Of An HIV-Free Generation 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

18. Imagine Afrika 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.

19. Edu-drama 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?