Inspired by United Nations Secretary General's call to action under the Global Media AIDS Initiative, the ABMP aims to create a structured framework for leveraging broadcast media resources with the goal of significantly expanding HIV/AIDS-related broadcast programming across Africa. The leadership for the initiative comes from the broadcast companies working together towards a common commitment to step up efforts in the fight against HIV/AIDS.

ABMP signatory companies, which consist of both public and private broadcasters, have pledged to dedicate approximately one hour per day to HIV/AIDS content. This content is integrated across all genres, including news, public affairs, drama, and entertainment programming. The commitment of broadcasters is defined by an alignment of interests and expectations; airtime is not purchased for placement of HIV/AIDS messaging and companies are committed to leveraging existing resources for increased HIV/AIDS communication. Organisers expect that, as influential opinion leaders in their respective communities, media leaders' active engagement in the fight against HIV/AIDS also sends a powerful signal to policymakers and other stakeholders about the importance of a collaborative and intensified response to the HIV/AIDS epidemic.

ABMP's objective is to promote a new paradigm in the broadcast industry's approach to HIV/AIDS-content based on:

• Promotion of a business-centred approach incorporating HIV/AIDS as part of broadcasters' core business and ensuring integration of HIV/AIDS-related messages and themes across all programme formats and schedules;
  

  By taking a business-centred approach, the ABMP seeks to:

  • mainstream HIV/AIDS-related communication and programming;
  • leverage existing programme formats and broadcast resources in support of increased HIV/AIDS-related communication;
  • provide for sustainability of the approach and the stepped up effort.

• A consistent pan-African HIV/AIDS-related communications framework targeting key HIV-reduction behaviours and with measurable HIV-prevention-related outcomes.

To meet its goals, the ABMP facilitates two streams of content development within the pan-African strategic HIV/AIDS communication framework:

• Core content (generally public service announcement (PSAs) and short format programming) centrally developed with creative input from the signatory companies and distributed rights-free across all signatory companies;
• Company content developed by signatory companies integrating the key messages and themes of the HIV/AIDS strategic communications framework across existing programme formats

The project website compiles information about the campaign, partner organisations, and resources for broadcasters.

HIV/AIDS.

The ABMP aims to embrace all African countries and to include both public and commercial broadcasters.

AMBP is based on the Old Fort Declaration signed in October 2005 at a summit of African broadcast leaders.

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