THE WINNING PROGRAM

In partnership with the U.S. President's Emergency Plan for AIDS Relief (PEPFAR), Warner Bros. applied its core competence to develop an action-based videogame pilot that is delivering targeted HIV prevention messages to East African youths.

The videogame combines traditional game play with messages aimed at changing behavior, focusing on five key behaviors that can reduce HIV infections among youth: Delaying the onset of sexual activity, abstinence, avoiding multiple sex partners, correct and consistent condom use, and uptake of voluntary counseling and testing services. The pilot game is called "Pamoja Mtaani," which is Swahili for "Together in the Hood."

The game development is part of The Partnership for an HIV-Free Generation, a public-private collaboration among PEPFAR and businesses with critical core competencies such as messaging, new technologies and market research.

CRITICAL SUCCESS FACTORS

Leveraging Multiple Core Competencies
Warner Bros. tapped the robust competencies of various departments, including creative development, creative marketing, film production and distribution, print media advertising and web design and development. The company was able to not only design the videogame pilot, but also market the game through animated short films, trailers shown in movie theaters and an interactive "Pamoja Mtaani" website.

Effectively Engaging Employees
Warner Bros. actively engaged 45 employees ranging from technical support staff to senior executives in the creation and marketing of the videogame. Hundreds more employees took part in collateral events in the U.S., including a special presentation by then U.S. Global AIDS Coordinator, Mark Dybul.