Thursday, 9 June
New ways to engage youth to reach UNAIDS Fast-Track Targets through edutainment
Time: 08:00–09:30
Venue: Conference Room 3
The global commitment to ending the 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. Initiatives conducted in partnership with mass media outlets have proven to be a powerful tool that can positively contribute to change the attitudes and behaviours of millions of people at very low cost. Edutainment purposely designs characters and storylines in mass media dramas to provide viewers with positive role models to relate to, often at a personal and emotional level.
In Brazil, 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. Through this side event, participants will learn more about the impact of mass communication campaigns, discuss the role of mass media in reaching the UNAIDS Fast-Track Targets, and hear from both the Director of Corporate Social Responsibility at Globo as well as the co-author of the webdoc “‘Eu só quero amar’, on their distinct perspective on writing and producing this popular series.
Focal point: Georgiana Braga-Orillard, bragaorillardg@unaids.org