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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