Global Media AIDS Initiative

The Global Media AIDS Initiative (GMAI) is an umbrella organization that unites and motivates media companies around the world to use their influence, resources, and creative talent to address AIDS. The GMAI creates a framework for sharing television and radio programming among media companies in order to increase public health messaging. The organization also educates journalists, editors and producers on how to cover the issue. HIV is preventable, and GMAI members aim to improve public awareness and knowledge to help stem the spread of HIV/AIDS.

Within the GMAI, there are national and regional coalitions of media companies. As of March 2007, there were 250 member broadcasters. The organization is overseen and directed by a board of media executives. The GMAI was conceived and organized by the Kaiser Family Foundation and UNAIDS with financial support from the Bill and Melinda Gates Foundation and the Ford Foundation.

Mission

The mission of the GMAI is to leverage the power of media to help prevent the spread of HIV and reduce the stigma facing those already living with the disease.

History

United Nations Secretary-General Kofi Annan convened a meeting in New York in January 2004 to launch the GMAI. At the meeting, the Secretary-General asked the executives of 20 media corporations from 13 countries to pledge their companies’ commitment and resources to raising the level of public awareness andunderstanding about AIDS.

By the Spring of 2005, UN Secretary-General Kofi Annan decide to hand over the leadership of the GMAI to media leaders, as envisaged by its founders. The transfer of leadership was made official during a second GMAI Summit at the annual MIP TV festival in Cannes, France. Bill Roedy, Vice Chair of MTV Networks and President of MTV Networks International, took over as Chairman. Bill Roedy formed the Leadership Committee of media executives to oversee the GMAI. Over the next 18 months, he challenged media companies on five fronts, including a commitment to airtime of HIV prevention messages, production of content offered right-free and cost-free, appropriate messaging tailored for local audiences, a workplace policy and an active partnership.

In December 2006, Bill Roedy handed over the Chair of the GMAI Leadership Committee to Dali Mpofu, CEO of the South African Broadcasting Corporation (SABC). Currently, Dali Mpofu chairs the Leadership Committee.

Regional Broadcast Initiatives

Since its first inauguration, regional coalitions have been forming within the GMAI. The regional coalitions produce and share culturally relevant public service announcements, news, and entertainment programming on HIV/AIDS. Campaigns include not only radio and television pieces, but a range of platforms like consumer product labeling, billboard advertising , and mobile phone messaging. Many coalitions also provide training for media representatives in their region. Below are the official links to these campaigns.

*Global Media Aids Initiative [http://www.thegmai.org]
*Africa Broadcast Media Partnership Against HIV/AIDS [http://www.broadcasthivafrica.org]
*ABU Media Awareness Exchange [http://www.abu.org]
*Asia-Pacific Media AIDS Initiative [http://www.aibd.org]
*Caribbean Broadcast Media Partnership on HIV/AIDS [http://www.cbmphiv.org]
*China HIV/AIDS Media Partnership [http://www.businessfightsaids.org]
*The Heroes Project [http://www.heroesprojectindia.org]
*Russian Media Partnership on HIV/AIDS [http://www.stopspid.ru]
*The Ukraine Media Partnership to combat HIV/AIDS [http://www.tpaa.net]
*BET and Kaiser Family Foundation: Rap-It-Up [http://www.rap-it-up.com]
*MTV and Kaiser Family Foundation: Think MTV: It’s Your Sex Life [http://www.mtv.com/thinkmtv/sexual_health/]
*Univision and Kaiser Family Foundation: ¡Entérate! [http://www.univision.com] , keyword “enterate”
*TESTING 411 [http://www.testing411.org]

Supporting Partners

*The Henry J. Kaiser Family Foundation [http://www.kff.org]
*UNAIDS [http://www.unaids.org]
*Ford Foundation [http://www.fordfound.org]
*The Bill and Melinda Gates Foundation [http://www.gatesfoundation.org]

References

*The Global Media AIDS Initiative [http://www.theGMAI.org]