Lebo M with UNAIDS Executive Director Mr Michel Sidibe. Geneva. 28 October, 2010. Credit: UNAIDS

UNAIDS International Goodwill Ambassador South African Lebo M, visited the UNAIDS Secretariat headquarters in Geneva last week to participate in a consultation on how to leverage sports and culture for AIDS advocacy. He shared advice from his perspective as a successful producer of global shows including The Lion King and the FIFA 2010 World Cup opening ceremony.

During his stay he also participated in a series of technical briefings on UNAIDS strategy on prevention of mother-to-child transmission of HIV which is an issue that is close to his heart and that he invests time in advocating for. Lebo also had an opportunity to hear about stigma and discrimination and travel restrictions for people living with HIV and was updated on progress towards universal access to HIV prevention, treatment and care and support services.

Lebo met with UNAIDS Executive Director Mr Michel Sidibe and UNAIDS Deputy Executive Directors Dr Paul De Lay and Ms Jan Beagle who expressed their support and encouragement in his advocacy role in the AIDS response as Goodwill Ambassador.

Credit: UNAIDS

Sport has a special ability to unify and galvanize people all over the world and therefore is a powerful vehicle for advocacy at the global down to the community level. In light of the potential of sports for AIDS advocacy, UNAIDS organized a consultation with representatives of several sports organizations and other experts from 24-26 October in Geneva to examine current initiatives and ideas for future activities.

“Sport has tremendous worldwide influence and impact, from the highest level of world championship events to children in remote villages playing with a home-made football,” said UNAIDS Executive Director at the opening of the consultation. “Stronger cooperation with the world of sport can invigorate the global AIDS response in a unique way and help us achieve all the Millennium Development Goals,” he added.

The consultation identified new ways to leverage the convening power of sports to promote HIV prevention, treatment, care and support. Participants also reviewed existing relationships and ways to build and strengthen partnerships between UNAIDS at the global, regional and country-levels, and the world of sports, the private sector, civil society and the media.

UNAIDS has established partnerships with sports personalities and organizations to raise awareness on AIDS issues and to help inform people on how to protect themselves against HIV infection. The 2010 FIFA World Cup initiative “Give AIDS the Red Card”, was backed by international football stars including UNAIDS Goodwill Ambassadors Michael Ballack of Germany and Emmanuel Adebayor of Togo. The campaign used the popularity and the outreach potential of football to unite the world around a common cause—preventing the transmission of HIV from mother-to-child.

This week’s consultation provided a forum to review progress around the “Give AIDS the Red Card” campaign and plan for the next phase. It also enabled discussions on future sports initiatives with UNAIDS’ partners including the International Olympic Committee and the International Cricket Council as well as identifying other cooperation opportunities with sports organizations and sports stars and stronger coordination with Cosponsors.

Participants agreed to explore innovative ways to convey HIV messaging through sports. Because the world of music and culture also has great popular appeal, the meeting also considered linkages with sport-related initiatives to amplify the range of the messages.

Other participants included Mr Adolf Ogi, former President of Switzerland and former Special Advisor to the UN Secretary-General on Sport for Development and Peace; Mr Wilfried Lemke, Special Adviser to the UN Secretary-General on Sport for Development and Peace; Mr Krisrten Nematandani, President, South African Football Association; Mr Lebohang Morake (Lebo M), UNAIDS Goodwill Ambassador and producer of the 2010 FIFA World Cup opening ceremony; Ms Katia Mascagni, International Olympic Committee; Mr Chris Hurst, Corporate Communications Manager, International Cricket Council;  Mr Amadou Fall, Vice President for Development in Africa of the NBA; Mr Adonal Foyle, Retired NBA basketball player and founder of the Kerosene Lamp Foundation; and, Mr Driss Guerraoui, Adviser to the Prime Minister of Morocco and Convener of the Global Youth Forum.

Goodwill Ambassador for the Joint United Nations Programme on HIV/AIDS (UNAIDS) Lebohang Morake, known professionally as Lebo M.

Geneva, 26 April 2010 – Grammy award-winning producer, composer and singer Lebohang Morake, known professionally as Lebo M, has been named as Goodwill Ambassador for the Joint United Nations Programme on HIV/AIDS (UNAIDS). Known for the musical blockbuster, The Lion King, Lebo M will use his talent, outreach and deep understanding of HIV to raise awareness about the epidemic globally, including helping to break the cycle of stigma and discrimination associated with the virus.

A citizen of South Africa, Lebo M is a long time HIV advocate and founder of The Lebo M Foundation, which focuses on HIV as well as child welfare and housing issues in South Africa. “I have always dreamt big and that has carried me from smoky township nightclubs to Los Angeles. Since my dreams have come true, I want to make sure that other children grow up and reach for the skies. The AIDS epidemic must be stopped and prevented from cutting short lives. ” said Lebo M. His foundation was recognised by South Africa’s captains of industry when it was presented with The Black Quarterly Award for Corporate Social Responsibility in November 2006.

“With his outsized talent, Lebo M has dazzled the world stage, now he will use his rich and resonant voice to speak up for people living with HIV,” said Mr Michel Sidibé, Executive Director of UNAIDS. “Lebo M moves audiences with his music and his insatiable spirit will not rest until AIDS is overcome.”

Lebo M is a co-composer and member of the core creative team for the movie and Broadway production of The Lion King  - one of the world’s largest and most spectacular Broadway musicals. He is the founder of the Johannesburg-based company Till Dawn Entertainment, which co-produced and staged The Lion King in South Africa. Lebo M is currently working with the 2010  FIFA World Cup in South Africa to co-produce the Opening and Closing ceremonies.