Initiatives conducted in partnership with mass media outlets have proved to positively contribute to changing the HIV-related attitudes and behaviours of millions of people at very low cost. Edutainment designs characters and storylines to provide viewers with positive role models to relate to, often at a personal and emotional level.
At a side event on the margins of the United Nations General Assembly High-Level Meeting on Ending AIDS, being held in New York, United States of America, from 8 to 10 June, UNAIDS Brazil, Globo and other partners discussed how television, both web-based and other forms, can help educate people on issues related to living with HIV by focusing on people and not statistics.
Held on 9 June and entitled “New ways to engage youth to reach the UNAIDS Fast-Track Targets through edutainment,” the side event highlighted innovative ways of working with young people in Brazil. In the country, UNAIDS and Globo have started a partnership to reach young people and discuss a variety of issues, from HIV prevention to testing, treatment and the human rights of vulnerable populations and people living with HIV. UNAIDS has also partnered with the Brazilian Government to promote activism and the leadership of young people. Together, the country is implementing new ways to engage young people to reach the UNAIDS Fast-Track Targets.
The global commitment to ending the AIDS epidemic by 2030 will demand increased investment in innovative and creative approaches that are able to Fast-Track the response and reach young people and people left behind. Innovative and creative approaches are needed to reduce stigma around HIV and promote HIV testing, prevention, care and treatment.
At the event, young people from Brazil and Africa gave examples of how they can be engaged in the response to the AIDS epidemic. Alejandra Oraa, from CNN and UNAIDS Regional Goodwill Ambassador for Latin America and the Caribbean, and James Chau, from CCTV and UNAIDS National Goodwill Ambassador for China, spoke about their experiences in working with large media for outreach.
“The key to our success in the AIDS response so far has been the engagement and contribution of people living with HIV and vulnerable populations.”
Luiz Loures UNAIDS Deputy Executive Director
“We now have a strong document—the Political Declaration—to use for the multilateral system to push for youth empowerment.”
Antonio Patriota Ambassador of Brazil to the United Nations
“With great outreach power comes great responsibility.”
Beatriz Azeredo Director of Corporate Social Responsibility, Globo
“I am an actor. I don’t know how to speak about numbers and statistics. But I do know how to talk and reach people through feelings.”
Gabriel Estrela Actor, director and playwright
“We can only change behaviour with through empathy. That is why we worked with a group of young people from vulnerable populations to identify gaps.”
Georgiana Braga-Orillard UNAIDS Country Director, Brazil
“To transform the AIDS response, we need to drive hearts as well as minds.”
James Chau National Goodwill Ambassador for China
“I believe that the media has a huge role to play in the AIDS response to reach people left behind.”
Alejandra Oraa UNAIDS Goodwill Ambassador for Latin America and the Caribbean
