A new education and awareness campaign hoping to curb the spread of HIV/AIDS was unveiled in Shanghai on November 24, 2009. The campaign features public service announcements (PSAs) and are the result of the efforts made by CHAMP, the China HIV/AIDS Media Partnership.

CHAMP is a well-established initiative that aims to mobilize the power of mass media and commercial marketing. Since the end of 2008, CHAMP PSAs have been broadcast daily on hundreds of national and provincial TV stations as well as Web sites. Future PSAs will also appear outdoor electronic billboards and plasma screens placed in buses and commuter trains.

The PSAs have a combined potential viewership of more than 650 million people. The air time, worth millions of dollars, is provided free-of charge by CHAMP's media partners including Health Times, MTV, Universal Media and China.org.cn.

"I believe that CHAMP will play an important role in achieving the objectives of China's action plan for reducing and preventing the spread of HIV/AIDS," said Dr. Hao Yang, deputy director general of the Department of Disease Control at the Ministry of Health.

Hao thanked businesses for helping to achieve this goal. "The engagement of the private sector in preventing HIV transmission is an important contribution toward a harmonious society."

Executive Director of UNAIDS Michel Sidibe agreed on the crucial role that private businesses play. "China's rapidly expanding private sector must include HIV workplace programs in its investment strategies," he said. "CHAMP is a very positive example that hopefully will inspire an increasing number of Chinese companies to utilize the innovative power of a vibrant private sector in the response to AIDS."

The campaign is supported by a consortium of leading media outlets, UNAIDS, the Ministry of Health, and major national and international companies. Two such companies are GBC and General Motors.

"We are proud to see that CHAMP's influence has grown and that its message has gotten through to more and more people. I believe that CHAMP will motivate other corporations to join this important campaign as part of their corporate social responsibility efforts in fighting HIV/AIDS," said Kevin Wale, president and managing director of GM China.

So far, three PSAs have been developed, including one directed by critically-acclaimed Chinese filmmaker and screenwriter Lu Chuan. It also stars award-winning actress Qin Lan. The goal of the PSAs is to communicate directly to migrant workers and young women.

"Effective, relevant public education messages are absolutely critical to stopping HIV in its tracks in China. By harnessing the vast capacity of these companies, and combining it with the incomparable creativity of talented young directors like Lu Chuan, CHAMP ensures that our message will be heard far and wide. There is no doubt that this initiative will help to save lives, and to ensure the future well-being of communities throughout China," GBC President and CEO John Tedstrom said.

"I am honored to contribute to this important effort to communicate to the public about AIDS and the risk of sexual transmission of HIV," said Lu Chuan, in an earlier statement. "I can think of no more important use of my artistic skills and abilities."

In addition to the launch, CHAMP hosted a debate moderated by the National UNAIDS Goodwill Ambassador for China and CCTV anchor James Chau. The debate focused on innovative ideas regarding the roles of businesses and news agencies, including alternative and creative media in the response to HIV/AIDS.

The event was attended by more than 100 guests from the government, international agencies, non-governmental organizations, media and the private sector. CHAMP's sponsors, including Anglo American, BD, Coca Cola and General Motors, also attended the event.

The launch took place at the Shanghai Art Museum was supported by UNAIDS China.