Russian HIV/AIDS Awareness Campaign Launched as Part of Global Media AIDS Initiative
December 1, 2004
Russian media executives on Monday launched a new advertising campaign as part of the Global Media AIDS Initiative in advance of World AIDS Day in an effort to increase HIV/AIDS awareness and education in the country, USA Today reports (Sternberg, USA Today, 12/1). The Russian Media Partnership to Combat HIV/AIDS -- a coalition of leading media outlets and organizations, led by Gazprom-Media, Prof-Media, ROL, CTC Television and MTV Russia -- launched the campaign, called StopSPID, or "stop AIDS." The initiative includes public service announcements, television and radio programs, an Internet campaign, consumer product placement and print editorial content. The first cycle of advertisements began Monday during prime-time television and radio programs and will continue in print publications throughout the week. StopSPID on Monday also launched its Web site, which includes comprehensive HIV/AIDS information and prevention strategies. The first wave of the three-year campaign targets the country's general population, with a focus on young people and parents. Eleven television, radio and print advertisements have been produced for the campaign's first stage. Members of the Russian Media Partnership have pledged more than $50 million in commercial advertising space for the campaign in 2005 (Transatlantic Partners Against AIDS release, 11/29). Between 700,000 and 1.5 million people in Russia are HIV-positive, although that number could increase fivefold by 2025 "unless something can be done to turn the tide," according to USA Today.
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This article was provided by Henry J. Kaiser Family Foundation. It is a part of the publication Kaiser Daily HIV/AIDS Report. Visit the Kaiser Family Foundation's website to find out more about their activities, publications and services.