“Sony Corporation and the Global Fund to Fight AIDS, Tuberculosis and Malaria have entered into a partnership for the implementation of behavior change projects, in which Sony provides state of the art equipment and movies and the Global Fund ensures it gets to agencies best able to reach communities most in need,” a Global Fund press release states, noting, “This partnership is the first pilot case that combines pro bono and in-kind contribution.” According to the press release, “The project aims to attract young people who are at high risk of HIV infection by using the donated equipment to screen a mix of public health information and entertainment programs, including movies provided by Sony Pictures Entertainment” (11/17).