cbmp television programming workshop on hiv/aids may 14-15, 2007 presented by: allyson leacock, cbmp...

CBMP TELEVISION PROGRAMMING WORKSHOP ON HIV/AIDS

May 14-15, 2007

PRESENTED BY:

Allyson Leacock, CBMP Steering Committee ChairTina Hoff, Kaiser Family Foundation

C’BEAN MEDIA PARTNERSHIP Goals & Objectives

GOAL: Leverage the communication power of mass media to raise awareness, fight stigma, and change behavior- Summit Commitments

1. Make HIV/AIDS a core business priority across all CBMP broadcasters.

2. Integrate HIV/AIDS communication across various program genres, including news, public affairs and entertainment as well as public service advertising, new media platforms and special events.

3. Provide for dedicated and substantial television and radio broadcast airtime – no less than 30 seconds per hour (12 minutes per day) – for HIV/AIDS-related programming.

4. Consult with local governments, PANCAP, PLWHA, National HIV/AIDS Commissions and other stakeholders to ensure that programming is accurate and effective.

5. Engage regional and national partners, such as PANCAP and CCNAPC, to ensure that materials complement existing initiatives or campaigns.

C’BEAN MEDIA PARTNERSHIPCurrent Reach

43 broadcasters across 23 countries

AnguillaAntiguaBahamasBarbadosBelizeBermudaCubaDominicaDominican RepublicGrenadaGuyanaHaiti

JamaicaMontserratNetherlands AntillesPuerto RicoSt. Kitts & NevisSt. LuciaSt. MaartenSt. Vincent & The GrenadinesSurinameTobagoTrinidadTurks & Caicos

2006 / 07 STRATEGIC PLAN Integrated Approach

PUBLIC SERVICE ANNOUNCEMENTS

INFORMATION RESOURCES

ORIGINAL & RE-PURPOSED LONG-FORM PROGRAMMING

SPECIAL EVENTS & CELEBRITY ENGAGEMENT

CAPACITY-BUILDING WORKSHOPS

FUNDING SUPPORT FOR ORIGINAL B’CAST CONTENT

TARGETED PSAs

EVENT SIGNAGE

HIV/AIDS SITE VISITS

EXCLUSIVE INTERVIEWS

PLAYER INVOLVEMENT

PROMOTIONAL ITEMS

.C’BEAN MEDIA PARTNERSHIP Management & Funding

STEERING COMMITTEE• Allyson Leacock (Barbados)• Jennifer Grant (Jamaica)• Stewart Krohn (Belize)• Corlitha Olivierrre (St. Vincent)• Richard Purcell (Grenada)• Dominic Beaubrun (Trinidad)• Errol Clarke (Regional, CMC)• Patrick Cozier (Regional, CBU)INTL PARTNERS• Kaiser Family Foundation• Ford Foundation• Elton John AIDS Foundation• BET• Univision• SABC• HBOREGIONAL PARTNERS• PAHO• PANCAP• CARICOM• CARIMAC• Rare Radio

FUNDING ALLOCATION

PRODUCTION AND CONSUMER RESOURCES (PSAs, original programming, web, etc.)

PARTNERSHIP ADMINISTRATION (meetings, admin support, mail, distribution)

RESEARCH / EVALUATION (survey research, focus groups)

CAPACITY BUILDING (workshops, fellowships, production grants)

72%

5%

11%

12%

CBMP REGIONAL RESPONSE A Unifying Brand

What Does It Mean to LIVE UP?

LIVE UP CAMPAIGN: 2007 MARCH 2007 LIVE UP LAUNCH

• Live Up campaign launched across the region with locally- produced programming by CBMP members

• In coordination with ICC Cricket World Cup 2007• Release of first set of regional TV and Radio PSAs• Launch of campaign consumer website: www.iliveup.com

JUNE 2007• Release of second set of regional TV and Radio PSAs

(focus on HIV Testing)• Continued programming across genre by CBMP members

DECEMBER 2007• Release of third set of regional TV and Radio PSAs• Launch of complementary regional SMS campaign• World AIDS Day (December 1) special programming• Continued programming across genre by CBMP members