Video Game Developers Turn Attention to HIV/AIDS Prevention

One of the leading companies on the Russian computer game market, MediaHouse, in co-operation with AIDS Foundation East-West (AFEW), is set to launch a new project for the prevention of HIV/AIDS among young people. Although private Russian firms have worked with non-profit organisations before, this may be the first time such co-operation was initiated by the private sector.

One of MediaHouse's specialities is the development of entertaining and educational computer programmes. This summer the company released a humorous computer game called ‘Plasticine Kama Sutra or XXX-Pudding-Mould’, about the intimate lives of four plasticine figures. The authors of the game decided to complement its humour with an educational component. This led to a joint project with AFEW.

When young people buy the game they will receive a free pamphlet entitled ‘Show Them!’, containing essential information about safe sex and staying healthy.

The brochure contains separate information for girls and boys. It also explains how HIV and sexually transmitted infections are spread and how to use a condom. In addition to the brochure, further information on safe sex can be found on the disc insert and in the rulebook for the game itself.

‘We decided that our game should help show young people how they can protect themselves from the danger of infection,’ says Yuliya Nikitina, Director of the Plasticine Kama Sutra project. ‘Getting through to young people isn't easy, especially with traditional teaching methods. The Plasticine Kama Sutra will become our guide in this important matter.’

All of the informational materials were developed as part of the HIV/AIDS prevention and safer sex campaign put together by the FOCUS-MEDIA Public Health and Social Development Foundation, with consultative support from AFEW. This campaign is aimed at young people between the ages of 15-25, a group that is statistically at the highest risk of contracting HIV through sexual contact, yet knows less than any other about the nature of HIV, how it is transmitted and how to prevent infection.

According to Alyona Pravidlo, Project Manager of AFEW’s Media Campaigns, this is the first time Russian computer programmers have turned their attention to such serious and important topics as HIV/AIDS prevention and the advocacy of safe sex. This gives us reason to hope that the Russian business community will come to recognise its social duty to help solve this problem and take an active part in the fight against the epidemic. After all, until now the vast majority of HIV/AIDS prevention programmes in Russia have been supported by foreign organisations.

Additional information:
Ekaterina Militskaya, Press Officer, AFEW
Tel.: 495 250-63-77
E-mail: ekaterina_militskaya@afew.org