AFEW: For journalists >> "Life is wonderful, when protected!" - Russian and international celebrities take part in the fifth mass media safer sex campaign for Russian youth

"Life is wonderful, when protected!" - Russian and international celebrities take part in the fifth mass media safer sex campaign for Russian youth

The fifth Russian mass media campaign on safer sexual behaviour - 'LIFE IS WONDERFUL, WHEN PROTECTED!' - is launched on 24 June 2004, by the Russian non-governmental organisation (NGO) FOCUS-MEDIA Foundation and the international NGO AIDS Foundation East-West. The campaign addresses Russian youth aged between 15 and 29, and encourages them to use condoms and to practise safer sexual behaviour - as a natural, simple and reliable way of protection from HIV infection, other sexually transmitted infection (STIs) and unwanted pregnancy. The campaign materials were developed with the support of the Ministry of Health of the Russian Federation (RF). This is the first campaign in which Russian and international celebrities are taking part.

The RF has one of the fastest growing HIV epidemics in the world. According to official statistics six Russians are diagnosed with HIV infection every hour. Experts believe the real figures may be around three to five times higher (Federal AIDS Centre of the Russian Federation, UNAIDS, World Bank ). In the early stages of the epidemic, HIV was spreading among groups that were traditionally associated with risky behaviour (injecting drug users, sex workers and men who have sex with men). Currently, the epidemic is quickly spreading through the general population by means of heterosexual activity, therefore Russian youth is most at risk and measures need to be taken immediately to protect them.

Thanks to previous safer sex campaigns, the percentage of people using condoms is increasing, and between 1998 and 2002 it more than doubled - from 20% to 43%. But there is still much work to be done. The use of condoms has yet to become routine among Russian youth, and misconceptions about the HIV infection still exist (Campaign impact knowledge, attitudes, practices and behaviour survey, 2001). A study among young Muscovites was conducted by campaign planners and demonstrated that a significant proportion still thought condoms were only necessary when their partner had a STI, and that they were able to judge which people were 'safe'.

The general population as a whole and young people in particular are very receptive to information from peers as it is much easier for them to identify with their peers, realise that the message is targeted at them and feel empowered to follow the behavioural model suggested by the campaign message. The participation of celebrities in social campaigns has been proven worldwide to be very powerful in attracting the general public's attention to the problem and at the same time bringing the issues of HIV/AIDS to the highest social and political levels. Based on the previous success of public service announcements (PSA) with Elton John and David Beckham in the RF, the FOCUS-MEDIA and AFEW campaign planners approached Russian celebrities with the request to participate in the campaign and use the importance of their status in fighting the disease. Chai Vdvoyem is the first Russian pop group to follow other world famous stars in fighting HIV/AIDS in their own country - the RF. Campaign planners believe that a combination of both approaches employed in the design of this campaign will maximise the campaign impact.

The campaign 'Life is Wonderful, When Protected!', is financed by the Elton John AIDS Foundation, UNICEF and the Ford Foundation and will run for eight months and will appear on federal and local TV channels, beginning on 24 June 2004. Besides the video clips, the campaign consists of outdoor advertisements (on public transport, and billboards in the street), information leaflets (210 000), posters (9000), articles in glossy magazines, and various mass media events. After being launched in Moscow, the campaign will be spread out to the regions.

FOCUS-MEDIA Foundation and AFEW invite you to the Safer Sex Mass Media Campaign presentation that will take place in the small hall of the Rolan Cinema at 12a Chistoprudny Boulevard, on 24 June 2004 at 10.00.