Caribbean Broadcasting Company To Embed AIDS – HIV Messages In Broadcasting

Yes – the CBC will broadcast AIDS-HIV commercials… but we aren’t talking about that. The CBC has committed to write AIDS-HIV messages into the plots and scripts of regular television programming in much the same way that marketers prominently place products such as beer and designer labels on shows.

From an article in USA Today online

On the morning of Sept. 13, the people settling into seats on the set of The Price Is Right in CBS’ Television City won’t be a studio audience. They’ll be some of the most creative producers and writers in Hollywood. Instead of Bob Barker, they’ll meet an HIV-positive magazine editor; a recovering, HIV-positive methamphetamine addict; and a mother whose 18-year-old son learned he was HIV positive when he tried to join the Air Force.

If the producers are moved by the stories they hear, they may transform scenes from these lives into story lines for any one of a number of shows on CBS and the CW Network, from Without a Trace to America’s Next Top Model…

…The upcoming CBS meeting reflects a broad shift in the way health experts convey information to the American public on a range of diseases, particularly AIDS…Today, health messages are routinely “embedded” into story lines of TV’s most popular entertainment shows, in much the same way that marketers prominently place products such as beer and designer labels on shows.

Caribbean Broadcasting Company Commits

…Next week in Toronto at the 16th International Conference on AIDS, Roedy, Kaiser and actor/activist Richard Gere will showcase a cluster of major media partnerships, involving some of the biggest entertainment companies in the USA, the Caribbean, Africa, India, Russia and Ukraine.

“We’ve committed to airing a 30-second ad every hour in the broadcast day and producing programming packages, (copy)right free, that we will exchange among ourselves,” says Allyson Leacock, general manager of the Caribbean Broadcasting Corp. in Barbados. “We’ll also have AIDS messages embedded in our broadcasting.”

Read the entire article here.

BFP Comments

Any plan executed today – be it flawed, incomplete or controversial – is better than a perfect plan executed tomorrow. AIDS-HIV remains largely a behavioural disease, unlike say, a cold caught from the last person who sneezed in your face, but it is amazing that so many people remain ignorant as to how HIV is transmitted and how it can be entirely prevented in your life…

Don’t do needles, don’t let a grade school drop-out give you a tattoo or pierce your tongue (yuk!), don’t sleep with a gazillion people, use rubbers (there is an old term!) and…

… get circumcised guys. Male circumcision cuts down on transmission by over 60%.

But most of all… get you and your main squeeze tested, and then come straight home to their loving arms every night. Being faithful avoids so many problems.


Filed under Barbados, Island Life

3 responses to “Caribbean Broadcasting Company To Embed AIDS – HIV Messages In Broadcasting

  1. Disposable Arts

    I hate channel 8. Honestly, how many people actually watch that stupid channel anyway?

  2. John

    Channel 8 is there to make us purchase a subscription to MCTV.

    CBC needs the monthly income. Sometime in the future we will get the accounts.


    I may be a bit paranoid but i am honestly concerned about embedded messages, even if its for a very good cause , being employed . I believe my free choices are immediately taken away from me without my consent . These techniques are always started off with a ‘good ‘ cause , however who knows whats next on the horizon . I truly believe there is need for concern when such methods become the norm for altering behaviours .