ABMP programming is anchored by the first multi-year pan-African broadcast media-led HIV/AIDS public education effort. Using the tagline Imagine the Possibility of an HIV-Free Generation: It Begins with YOU! the campaign promotes a theme of hope and possibility. The campaign emphasizes personal initiative in combating HIV/AIDS and urges all Africans to consider their role in helping realise the vision of an HIV-free future. The YOU campaign uses public service announcements (PSAs) on radio and television renewed every six months. The PSAs are reinforced by longer form programming such as talk shows, magazine and public affairs programs produced by member companies.
To give added substance to the YOU campaign, in October 2007, the ABMP launched the first authentically African reality show: Imagine Afrika.
Now in its second season, the show features 12 young African achievers selected from more than 10,000 nominations from across the continent, using their initiative and ingenuity to come up with innovative approaches to challenges facing communities across Africa like housing, water supply, food security and HIV/AIDS. Filmed in community locations in different African countries, the series provides a platform for more substantive discussion of the key factors driving HIV/AIDS in the context of overall African development. For more information, go to www.imagineafrika.com.
In 2008, the ABMP also piloted a radio mini drama series Can Tru Love Withstand the Test? Consisting of 2-minute episodes repeat broadcast multiple times, the highly dramatised series features the typical circumstances most young people encounter as they negotiate relationships and the social and economic pressures of early adulthood. Based in the success of the pilot, this series is being expanded and sustained.
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