WELCOME ADDRESS BY DAVID ASTLEY, SECRETARY ... - ABU

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2 At a Global HIV/AIDS Creative Meeting in November 2004, Dr. Peter Piot, Executive Director of UNAIDS, said: "The creative community has the power to shape behaviours of individuals and set positive lifestyle trends for communities. This coming together of the world's best creative minds to focus on AIDS is a significant boost in the response to AIDS. Getting to the hearts and minds of people is key to stopping AIDS." And Drew E. Altman, President and CEO of the Kaiser Family Foundation, said: "Media companies usually compete and keep their best creative ideas to themselves. Today, companies across the globe are sharing experiences and ideas about how best to reach people with critical information on HIV." That is what we plan to do today – to share experiences and ideas. This seminar is the second such event organised by the AIBD and <strong>ABU</strong> under the AMAI banner, and its objectives are to formulate strategies to reach out to target audiences with effective campaigns, and to lay the foundations for minimum quality standards in HIV prevention efforts through the media. As I said a few moments ago, the mission of the AMAI 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.
3 But there are some other important objectives. We want to: • Create a structured framework for leveraging broadcast media resources with the goal of significantly expanding HIV/AIDSrelated broadcast programming across the Asia-Pacific region; • Increase the number of media companies in Asia-Pacific actively developing or airing HIV/AIDS-related programming; • Support exchange of best practices and rights-free programming; • Promote collaboration among media companies in hard hit regions to undertake more coordinated responses to the epidemic; • Promote the integration of HIV/AIDS-related messaging across all broadcast platforms and program formats; and, • Engage and build support among non-traditional media and other relevant sectors. It’s an enormous challenge. But the media has the power to meet that challenge. HIV/AIDS threatens the health and security of all nations, but media can play a unique role in helping to stem the spread of this disease. Through media's reach and influence, we can be a powerful force for educating the public about HIV/AIDS, thereby helping to reduce its further spread and the stigma facing those already living with HIV/AIDS.
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WELCOME ADDRESS BY DAVID ASTLEY, SECRETARY ... - ABU

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