Blog Moved to www.agogodavid.com

Preamble – The numbers speak louder than words!

Ever since the HIV Virus was discovered in 1981, History records it as one of the most destructive epidemics ever. The Virus has killed not less than 25 Million people since then. No less than 38 million persons are living with HIV Aids today, and about one-third of this number are people between the ages of 15 and 24. UNAIDS projects that without more preventive methods there will be about 45 Million new cases of infections by 2010. Currently, one person is infected with the HIV virus every 6 (six) seconds. let me save you the bundle of statistics. In the words of Joseph Stalin, “ the death of one man is a tragedy, the death of a thousand men is a statistic”. What do these numbers mean to you as an individual?

The Aids problem – more than just a disease

I cannot over emphasise the level to which this scourge has desecrated the family unit, the community and the image of our Nation and continent at large. Homes are broken by death and mistrust, promising young adults are cut down in their prime, vibrant and intelligent minds are ambushed and confined to their death beds prematurely. The physical suffering may begin years after the virus is contracted, but the emotional and psychological anguish is painfully drawn out. Indeed, it is a picture that moves me to tears from the thought.

When I was asked to speak on the role of the Media in curbing this menace, it excited me. As a friend of the Media Village, a counsellor of young people, there are a few points I would love to point out regarding this very important topic.

The Orientation of the Mass Media

The various forms of media have a certain reach. Whether as films and television shows; or as publications in print; on the internet; or in broadcast on the radio or audio recordings, music albums and so on, it is done for the consumption of specific demographics. The aims of such endeavour include the following:

1. Advocacy for business and social concerns

2. Enrichment and education

3. Entertainment

4. Journalism

As a matter of fact, the demand for media products for entertainment is particularly fierce among young people all over the world. In this respect, Media production companies have the distinct advantage of holding the attention of a very unique and special demographic. This power, we find very sadly, is often abused to a large extent, with regards to the lack of a positive impact on society on micro and macro levels. At this point, I would like to challenge each one of you here today, who is a media person, no matter the form of production you specialise in. To what extent do you go to ensure that your products retain a lasting positive effect on your customers and consumers – our children – your children? Are you by commission or omission filling up the society with junk and less than desirable content? Think about it!

The Mode of Influence

The media play a critical role in modern society because they are the carriers of information about how people behave. And, the evidence from social science is clear that information about others’ behaviour can have a contagious effect—leading observers to behave similarly, which can lead still more and more observers to conform (Cialdini, 2001).

This calls for a lot of caution indeed, because often times the media is guilty of constantly mirroring and glorifying negative behaviour and images. The effect is that, on a primal level, rather than being dissuaded from risky behaviour, young people tend to imitate what they see. Even if at the end of the day there is some form of retribution as a result of negative behaviour, without adequate follow up and counselling, youths may very well end up being drawn to the same acts that the media purportedly condemns. As media persons, the onus is on you all to strive to fully understand the short and long term effects of your productions on the society. This is the substance of this address, I beg that you take it with you!

Curbing the Aids Menace – How possible is it?

For Uganda, it was as simple as ABC!

HIV / Aids was first discovered in Uganda in 1982, by 1992, Uganda had one of the highest prevalence rates in the world. 10 years after, Uganda was one of the first countries to record a decline in the rate of new infections and is one of Africa’s few success stories in the fight against this pandemic.

How did they do this?

By creating a “multi sectoral AIDS control approach”, Uganda demonstrated great wisdom in identifying that AIDS is more than a health issue. Uganda was the first country to open a Voluntary Counselling and Testing clinic in Africa and they pioneered the concept of VCT centres in Sub – Saharan Africa. What role did the media play? Uganda’s broadcast media was State owned till it was liberalised in 1992, with the first private FM radio station going on air in December, 1993. The Ugandan population reacted towards HIV /AIDS with stigma and ignorance, yet the media initiated and stayed at the fore of awareness campaigns, from fair coverage of HIV /Aids issues to radio deejays announcing publicly that they were living with HIV; the media repeatedly screamed out the message to all and sundry on the prevention of HIV: ABCD

A= Abstinence, B = Being Faithful, C = Condom use, D = Death!

Lessons Learned

The Media in the country must rise up to the challenge of fighting this disease, but more than that, you must rise up to the challenge of passing substantive messages in your art, that can stand the test of time.

What will adequate and appropriate media coverage achieve in terms of preventing HIV Aids?

For Young people

1. It will give young people basic information about the disease and how to prevent infection.

2. It will encourage youths who daily face challenges or are in risk of indulging in risky sexual behaviour or otherwise that they are not alone.

3. It will increase enlightenment on issues of personal health, hygiene and sex education. This basic education is important to developing a well rounded and enlightened next generation ready for the future.

For PLWHAs

1. It will alleviate the loneliness and sorrow they feel, to see the media encourage greater support and sensitivity on the subject.

2. It will help more PLWHA to come out of their shells and live life boldly and productively to the advancement of society. Such ones, usually, are the most passionate about telling people about the Aids epidemic.

For Other Organisations involved in the fight

1. The Media will take its rightful place as a driver of social influences and as a stimulant for change by being a rallying point for the many organisations that are working towards solving the Aids problem in our country, in our continent and globally.

2. The Media will play a leasing role in sensitising the general public as well as policy makers on issues affecting the health and well being of the people in general especially as it concerns curbing the spread of HIV.

In closing, the media, as one of the most powerful tools of attitude and behaviour change has a big role to play in creating awareness, especially where they are perceived to be a trusted source of accurate, trusted information, and where they already hold the attention of target groups in the society. The media in Nigeria, ably represented by a cross section of some of the finest in the industry in this room tonight, must not fall asleep in the 11^th hour.

You have a responsibility to the society and to yourselves to come up with productions, campaigns and other packages that will serve as a way of influencing behaviour change for the better, in general and specifically also as it concerns the war against the future of our Children, our society, our nation, our continent and our world.

References:

Statistics were obtained from UNAIDS records November 2007.