YOUNG RUSSIAN WOMAN LIVING WITH HIV HONORED FOR COURAGEOUS WORK IN “StopAIDS” PUBLIC SERVICE CAMPAIGN
A Successful PSA Campaign Puts a Human Face on Russia’s Epidemic
Moscow, Russia -- In a country where AIDS is met with discrimination, and even hostility, Aleksandra (Sasha) Volgina, a young, HIV-positive Russian woman, has bravely agreed to speak publicly about her HIV status. She lent her face and her story to the StopSPID (StopAIDS) campaign of the Russian Media Partnership to Combat HIV/AIDS. Coordinated by the non-governmental organization Transatlantic Partners Against AIDS (TPAA), the StopSPID campaign under the slogan “Affects Everyone” includes a series of public service announcements currently airing on leading Russian and Ukrainian national television networks. In recognition of her contribution to the StopSPID campaign, Volgina was honored tonight with MTV’s “Staying Alive” award during MTV Russia’s annual Russian Music Awards in Moscow’s historic Red Square.
The MTV “Staying Alive” award is given annually to a leading individual or organization in Russia that has demonstrated exceptional leadership in the fight against HIV/AIDS, and was presented to Volgina by renowned actress and activist Julia Ormond, an advocate supporting TPAA’s efforts to battle HIV/AIDS.
“Sasha has done so much to help eliminate the stigma of people living with HIV/AIDS, and we celebrate this honor with her,” said John Tedstrom, president of TPAA. “There are very few people with the courage to stand up for the greater good, and we are both grateful and have much we can learn from her,” he added. “In a country where stigma and discrimination towards people living with HIV/AIDS is often so strong, what Sasha has done by telling her personal story is truly a great contribution to the battle we are engaged in.”
As part of the StopSPID PSA campaign, Sasha reveals that, like most young people, she did not think HIV/AIDS was something that could impact her. That changed when she was diagnosed with HIV at 23 years old. Now she is trying to spread the message that HIV/AIDS affects everyone – especially, young people. Currently, four out of five Russians living with HIV/AIDS are under 30.
Early results of the StopSPID campaign are very promising. A recently-completed national public opinion survey conducted by the Public Opinion Foundation found that almost half (46%) of Russians say they are familiar with at least one of the StopSPID ads. Moreover, a sample of those who have seen the more recent ads, including Sasha’s, were more likely to say they treat HIV-positive people or people living with AIDS “without dislike or hostility” (72% versus 64% of those unfamiliar with the ads). StopSPID television ads, featuring Sasha, are currently airing across 9 national television networks in Russia, including MTV Russia, CTC, REN-TV, TNT, Rossiya among others. The total commercial value of free airtime provided by the company-members of the Russian Media Partnership for placement of StopSPID PSAs is valued at over $50 million for 2005. In Ukraine, the spots are broadcast on ICTV, CTB (СТБ), NOVIY Kanal (‘New Сhannel’ «НОВЫЙ» Канал), UT 1 (УТ 1), INTER (Інтер), NTN (НТН), and Channel 5 (5 Канал).
In addition to the PSA’s, the StopSPID campaign has created a new AIDS red bracelet initiative that will serve as the first and foremost tool for promoting awareness and solidarity. The first bracelets were given away this week to opinion leaders, mass media representatives, political figures and attendees of the Russian Music Awards. Popular VJs (video jockeys) on MTV Russia will also be sporting the bracelets.
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About the StopSPID Campaign
StopSPID, a campaign of the Russian Media Partnership to Combat HIV/AIDS, is a national cross-platform, cross-market public education initiative to raise awareness and inform the public about HIV/AIDS in Russia. Launched in late-2004, StopSPID brings together the communication power of more than 40 Russian and international media companies in an unprecedented coalition united to help stem the country’s rapidly growing epidemic. The StopSPID campaign includes: public service announcements (PSAs) across a variety of formats, including television, radio, print, outdoor, Internet, cinema theaters, and consumer goods; special news and entertainment programming and editorial; free print, online and mobile telephone messaging resources; briefings and workshops for media organizations and journalists; and, community involvement and mobilization events.
StopSPID and the Russian Media Partnership to Combat HIV/AIDS are coordinated by the non-governmental organization, Transatlantic Partners Against AIDS (TPAA). The Kaiser Family Foundation, Viacom, and UNAIDS provide technical guidance and production support to the initiative, and the Bill & Melinda Gates Foundation and the World Bank Group provide financial support to StopSPID through separate grants to TPAA. StopSPID is endorsed by the Federal Agency for Monitoring Consumer Rights and Welfare, the Ministry of Health and Social Development, the Ministry of Culture and Mass Communications, members of the Russian State Duma and Federation Council, and communities of people living with HIV/AIDS.
About TPAA
Transatlantic Partners Against AIDS (TPAA) is an international, non-governmental organization – with offices in Moscow, Kyiv and New York -- that fights HIV/AIDS in Ukraine, Russia and neighboring countries. TPAA raises awareness and builds political will; provides high-quality policy research and analysis; strengthens civil society; forges innovative global partnerships; and, supports policymakers, business executives, and media leaders in their efforts to stem the growing tide of HIV/AIDS in Russia and Ukraine. For more information, visit TPAA online at www.tpaa.net.
