 |
| campaign > overview |
| |
 |
 |
| The Mass Media Campaign seeks to create widespread awareness on HIV & AIDS, promote positive attitudes towards people living with HIV & AIDS, and influence groups to change high risk behaviour that make them vulnerable to the infection. It will use a series of public service announcements (PSA), online and print content, television and radio programming as well as several educational events to do this. In order to best address HIV & AIDS through the various mass media, Heroes Project has developed a strategic communications approach to address diverse groups such as sexually active men, married women and youth across all levels of society. |
| |
| One of the main objectives during the course of the mass media initiative is to expand and coordinate the campaign with a range of media partners. Areas of association and activities within these partnerships include amongst others: |
| |
 |
Pledging airtime/space for release of PSAs, which will be available rights-free to all |
 |
|
Developing original programming formats |
|
|
Incorporation of HIV & AIDS storylines into existing programs such as serials, reality shows and documentaries |
|
|
Support for journalist programmes and enhanced news and editorial coverage - employee sensitization |
|
|
Orientation workshops for creative content development |
|
|
|
|
|
|
labs