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3rd
Mass Media Campaign on Safer Sex (Russian Federation)
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Press-Release
Press-Release
The safe sex campaign "This small thing will protect both of us"
starts in Russia.
Moscow, March 2, 2000. Today Russian young people are especially vulnerable
for infection with HIV (the virus that causes AIDS) and other sexually transmitted
diseases (STDs): Nine tenth of 26,414 officially registered HIV infected people
in Russia are young people from the ages of 15-29 years. Under existing conditions,
in which social-protection and health-care systems are not able to cope with
the grave consequences of the HIV/AIDS epidemic, all Russians have to take personal
responsibility for their health. The only way to reduce the rapid spread of
HIV/STDs are preventive measures, such as providing young Russian with information
on safe sexual behavior through mass media campaigns. On 2 March the Russian
non-governmental organization Focus in close co-operation with the international
humanitarian medical organization Medecins sans Frontieres-Holland (MSF-H) is
launching such a campaign. The Ministry of Health of the Russian Federation
fully supports this campaign. The campaign, which will run under the slogan
"This small thing will protect both of us", will focus specially on
young people from 15 to 25 years old.
"This small thing will protect both of us" campaign will use the
powerful tool of mass media and outdoor advertising for the vital importance
of distribution of information to young people. The content of the campaign
message is carefully defined; according to the organizers, it should not call
on the feeling of fear or discomfort by youth. The content of all campaign materials
- videos, leaflets, calendars, posters, outdoor advertising - seeks to create
in the mind of the young generation the idea that each human being is personally
responsible for his or her health including safe sexual behavior. The initiators
of the campaign intent to remind all young men and women to make the choice
in favour of a healthy life style, a choice in which condom use is seen as the
most effective way of contraception and HIV/STD prevention. Furthermore the
campaign makes clear that a lot of other people in society have made this choice
already. By joining them, young people will benefit - now and in the future.
The core of the campaign is a series of colorful videos. The videos address
different groups of young people. Under the slogan, "Even when the moment
is really cool - remember that your whole life is yet to come" the four-part
video series, created by the Moscow artist Ivan Maximov, will focus on the general
young Russian audience. Running concurrently with the Maximov' series one more
video targeting young people who live in urban areas and feel attracted to the
fast moving virtual 21st century around them. These young people might know
about safe sex and be using condoms already. This video encourages them to continue
this wise choice. The video is planned to be shown on music channels, and during
youth programs. The video commercial for this urban campaign is named "Make
your world safer"; the author is Boris Scherbinkin.
For a wider effect campaign materials will appear also on radio, in newspapers,
magazines, in the Moscow metro and on the streets of the Moscow. As well as
in the capital, full campaign activities will be carried out in Kazan, Penza,
Vologda and Tomsk. In addition selected campaign materials will be distributed
via AIDS-service organizations countrywide. In order to attract more attention
to the HIV/AIDS/STD problem a national competition for the journalists is also
being conducted.
"This small thing will protect both of us" follows of previous safe
sex campaigns. One year ago, in February 1999, the "Reasonable person -
reasonable choice" campaign was implemented as result of close cooperation
between Focus and MSF-H. The campaign included video and audio commercials,
outdoor advertisement, booklets and condom distribution and a series of entertainment
and educational events for youth. In 1997 and 1998 the Russians became acquainted
with the first "Safe sex - my choice" campaign which was conducted
by MSF-H. The result of MSF-H and Focus work is obvious: the Russian society
has become more acquainted and comfortable to the discussion of intimate problems;
the theme of safe sex and condom use is no longer forbidden The attitude towards
the content of campaigns has become more constructive and favorable. This is
in spite of the fact that initially many people found the campaigns too liberal,
and the older people found them hard to accepted. Within two years, the society
has become more tolerant to the idea of healthy lifestyle by condom use and
safe sex.
This shift in attitude has been shown by quantitative and qualitative researches
conducted by Focus in the period September - October 1999. This research among
Moscow youth was conducted in order to understand better the perceptions of
young people about safe sex issues; to evaluate the knowledge on HIV/AIDS/STDs;
to measure the impact of the 'Reasonable person - reasonable choice' campaign
and to measure their attitude toward condom use. During the research 1.200 respondents
from 15-25 years were interviewed. The majority of the research participants
(90%) stated that they have seen condom and safe sex advertising in several
ways and are convinced that it is necessary to continue broad advertising campaigns
on these themes. Seventy-five percent of the respondents had seen the "Reasonable
person - reasonable choice" clip, which had been shown by all national
and Moscow TV-channels.
The research showed two specific opinions about condom use among young men and
women: Condoms should be used during sexual contact with casual or - to a lesser
degree - with the new partner; Condoms should not be used during the contact
with permanent and exclusive partner. Seventy-six percent of the respondents
considered asking a partner to use a condom does not mean showing disrespect
or mistrust.
Eighty-nine percent of the young people approve the idea of the sexual education
in schools. The absolute majority of the respondents would like to get detailed
information on problems related to sexual health.
Nevertheless, only 16% of the respondents agreed that the AIDS problem in Russia
was exaggerated, 64% disagreed with this statement, 21 % - do not know. Almost
half of participants reported the belief that HIV/AIDS is mainly a problem of
risk groups.
The research helped to develop the further strategy of this latest 'This little
thing can safe both of us' campaign. The campaign aims to appeal to the feelings
and the ideas of youth in such way that it leads to development of a set of
stable norms regarding safe sexual behavior. Although the ideas of campaigns
are welcomed, the mentioned survey shows that Moscow youth does not practice
them regular in daily life. Focus and MSF-H, when working on the new campaign,
strived to create a clear idea for the 15-25 year-olds with regards to the treat
of HIV/STD infection. At the same time paying attention on the idea that the
infection prevention completely depends on the person himself or herself, and
that society will approve when an individual takes personal responsibility
* * *
Since HIV was detected, preventive measures have been carried out all over the
world to reduce risk of the infection. In many countries of the world educational
programs have been conducted, educational materials published and broad information
campaigns carried out. Now AIDS has reached Russia. But there is an exit - such
insignificant object as a condom, is able to protect both partners not only
from getting AIDS, but also from other sexual transmitted diseases and unwanted
pregnancy. The global goal of campaigning as conducted by NGO Focus and MSF-H
is to stop the further spread of the HIV/AIDS epidemic in our country. Everybody
is capable to help to achieve this goal.
Without the responsible sexual behavior youth does not have future.
On all inquiries related to the campaign, please contact "Focus"
on the following telephone numbers: 250-6176/77 (Darja Alexeeva).
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