Media's Critical Role in Fighting HIV/Aids

By Issa Sikiti Da Silva, allafrica.com

Various speakers and panellists, including Nelson Mandela's wife Graca Machel, who addressed delegates at the 2008 International Public Television (Input) Conference in Johannesburg, have launched a persuasive call to the media worldwide to play a critical role in combating HIV/Aids, which continues to wipe entire communities. "It is clear that with the digital developments the media can help spread a powerful message out there to make a difference," Dali Mpofu, SABC CEO and chairperson of Global Media Aids Initiative (GMAI), said.

"Broadcasters and other media organisations should make HIV/Aids part of their core business and use whatever resources they have, including airtime, to ensure that people take their future into their own hands," Mpofu said.

"Media can help change society by connecting their audiences with Aids-related services like how to prevent the disease, get VCT (voluntary counselling and testing) and treatment. If we are to be part of the solution, then we should busy ourselves to be creative and provide accurate and reliable information on the disease that can save lives."

Input 2008, which kicked off at the Sandton Convention Centre on Sunday 4 May 2008 and ends on Saturday 10 May, is being attended by over 1000 people, including broadcasters, senior business leaders and filmmakers, from more than 100 countries across the globe.

Centre of GMAI's mission

As HIV/Aids continues to tear society apart and feature prominently at the centre of GMAI's mission, the organisers thought it should be part of a lengthy discussion at the conference.

According to UNAIDS statistics, the number of people living with HIV/Aids globally rose from 29 million in 2001 to 33.2 million in 2007 (68% in southern Africa), primarily due to continuing new infections - something Mark Stirling, UNAIDS director of Eastern and Southern Africa, said could be reduced if the media can play a central role in the fight against the disease.

"As a gatekeeper, media must lead this fight and use its enormous power and influence to challenge certain social and cultural values and norms that make us vulnerable. Provoke the Aids debate and get the nation talking. So far you have done an amazing job, but I implore you to redouble efforts in order to change the face of this disease," Stirling pleaded.

Called on the media

Machel called on the media to segment their messages to reach specific audiences and shame and denounce governments and Western leaders if they fail to fulfill their promises on HIV/Aids.

"We cannot afford to talk only about global village when it comes to business but not talk about global village when it comes to human lives," she said.

"Our social intervention on HIV/Aids has been ineffective and prevention is not working, partly due to poverty and lack of resources, which mostly were promised but are yet to be fulfilled.

"Media must help us and invent new ways to spread their messages, perhaps be specific for each specific age group to enforce self-respect, good citizenship and sense of responsibility in these challenging times."

Rare and wonderful platform

Monicah Waceke, Ugandan Broadcasting Corporation programme manager, told Bizcommunity.com that the fact that global broadcasters and public media meet to discuss global issues affecting their respective societies and share ideas so how to solve them, makes Input a rare and wonderful platform.

GMAI, a worldwide coalition of over 300 broadcasting companies, was launched in 2004 by former United Nations secretary-general Kofi Anan, to leverage the communication power of mass media to get out the information about HIV and challenge the stigma related to the disease.

GMAI's regional branches include the Africa Broadcast Media Partnership against HIV/Aids (ABMP). Partners include the Kaiser Family Foundation, Bill & Melinda Foundation, Coca-Cola Africa Foundation, MTN SA Foundation and Nelson Mandela Foundation.

GMAI's next board meeting will take place in June in New York, US, Mpofu told Bizcommunty.com on the sidelines of the gathering.