Caribbean Broadcast Media Partnership Launches HIV/AIDS Education Campaign in Conjunction With Cricket World Cup
March 9, 2007
The Caribbean Broadcast Media Partnership on HIV/AIDS on Thursday in advance of the Cricket World Cup opening launched LIVE UP -- the first pan-Caribbean campaign led by broadcasters to encourage and empower youth to learn about HIV and take action to fight the spread of the virus in the region -- the Caribbean Broadcasting Corporation reports (Caribbean Broadcasting Corporation, 3/8). CBMP includes more than 50 radio and television companies from 23 Caribbean nations and aims to broaden access to effective HIV/AIDS messages. It was formed in May 2006 at the Caribbean Broadcast Media Leadership Summit on HIV/AIDS, which was organized by the Caribbean Broadcasting Corporation, the Caribbean Broadcasting Union and the Kaiser Family Foundation. The campaign -- called LIVE UP: Love. Protect. Respect. -- will promote positive messages through local television and radio public service announcements; entertainment and public affairs programming; complementary local programming developed by national and regional broadcasters; regular news packages; and rights-free programming adapted for the campaign from partners, including Black Entertainment Television and MTV. The campaign's programs will be broadcast in 23 countries by CBMP members. The International Cricket Council also is supporting the campaign. ICC has made HIV/AIDS the official health focus of this year's Cricket World Cup, and LIVE UP PSAs will air at the opening of the tournament on March 11 in Jamaica and be shown throughout the games. "LIVE UP represents a new and innovative model of collaboration by media companies -- working together and in partnership with local and international organizations -- to help fight HIV/AIDS across companies and country boundaries," Drew Altman, president and CEO of the Kaiser Family Foundation, said. According to CBMP Steering Committee Chair Allyson Leacock, LIVE UP is "not a campaign of one broadcaster, one country or even one year." She added, "As the first media-led AIDS education effort to span the entire Caribbean region, LIVE UP will involve major broadcasters on every island working together, across different media but with unified messages and a shared approach, to help turn back this disease and protect the health of our young people." LIVE UP is about "hope, empowerment and possibility," Scott Campbell -- executive director of the Elton John AIDS Foundation, which provides financial support for the campaign -- said. Ford Foundation Deputy Vice President Jacob Gayle said, "Through LIVE UP and the larger CBMP effort, Caribbean broadcasters are using their tremendous influence in society to encourage all of their audiences, especially young people, to live healthy lives, free from the threat of HIV/AIDS" (CBMP release, 3/8).
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