GMAI

 

 

The Global Media AIDS Initiative (GMAI) is founded on the principle that mass media companies – with their communication power, programming resources, and creative talent – represent formidable allies in any effort to raise awareness about HIV/AIDS, change attitudes, and fight AIDS-related stigma.

 

 History and Mission

 

The mission of the GMAI 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.

The GMAI was launched in January 2004 at an historic meeting of top media executives from around the globe, convened by former United Nations Secretary-General Kofi Annan. Conceived and organized by the Kaiser Family Foundation and UNAIDS with financial support from the Bill and Melinda Gates Foundation and the Ford Foundation, the GMAI seeks to mobilize and leverage the vast resources of the world’s leading media companies to address AIDS. Supporting companies pledge to make AIDS a business priority, and dedicate airtime, creative talent and production resources to HIV-themed programming.

Since its launch in 2004, the GMAI has grown to include more than 300 media companies worldwide, united in the fight against HIV/AIDS. It is overseen and directed by a Board of top media executives.

 

 Goals And Objectives

  • Increase the number of media companies worldwide 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;
  • Engage and build support among non-traditional media and other relevant sectors ; and,
  • Engage proactively with international organizations, major donors, and other relevant institutions to solicit feedback, network, and create opportunities for increasing media response to AIDS globally.

 The Media Opportunity: Why Media Makes a Difference

 

THE REACH
Inform and Educate

By incorporating HIV-themed content across platforms, media can open channels of communication and foster discussion about HIV/AIDS. From targeted PSAs, to news and public affairs reports, to original programming, to HIV-themed storylines incorporated into popular TV sitcoms and dramas, media can deliver lifesaving messages.

THE CUTTING EDGE
Challenge Stigma & Discrimination

By incorporating HIV-themed content across platforms, media can open channels of communication and foster discussion about HIV/AIDS. From targeted PSAs, to news and public affairs reports, to original programming, to HIV-themed storylines incorporated into popular TV sitcoms and dramas, media can deliver lifesaving messages.

THE FOLLOW-THROUGH
Connect with HIV/AIDS Services

Collaboration between media, grassroots organizations, service providers, and government agencies can help to connect those in need with vital services – such as preventive counseling, testing, and treatment.

THE POWER
Build Political Will

As powerful business and community leaders, the media can help keep the issue at the top of the policy agenda.

For more information on the GMAI, go to http://www.thegmai.org/