GBC Media Partnerships in China and Russia
Media Partnerships for Deep Education in China and Russia
The Coalition's HIV/AIDS media partnerships bring together leading creative, marketing and media companies who are experts at reaching target audiences with messages and have the infrastructure to convey them. By leveraging private sector skills, talents and reach these messages can make a dramatic impact.
The Coalition has honed this approach through a highly successful media partnership in Russia. The lessons learned there have been applied to other media partnerships that are presently being explored, including one in China, due to launch in November.
Russia Media Partnership
The Russia Media Partnership (RMP) steered the partnership model for coordinating business competencies and resources to reach people with critical HIV/AIDS messages. Working with over 40 competing media companies, the StopAIDS campaign reached 85 percent of the Russian population with its public service announcements (PSAs). An estimated 30 million people took action to protect themselves after viewing the PSAs, according to a recent independent evaluation.
In 2007, the coalition of companies that composes RMP leveraged advertising space, TV airtime and other mass media platforms that was equivalent to $15 million in free advertising for the partnership's PSAs.
China HIV/AIDS Media Partnership
The China HIV/AIDS Media Partnership (CHAMP), which launched November 14, has already reach ed a potential audience of more than 670 million Chinese people through its awareness campaign. The partnership is leveraging the capacities of media companies working in China to gain free air time for its PSAs during some of the country's most popular television programming.
CHAMP is presently being supported by Anglo American plc, The Coca-Cola Company, General Motors and the Henry J. Kaiser Family Foundation.
