Entertainment/AIDS Summit seeks to expand influence of entertainment that saves lives

"This is a remarkable global gathering of experts from a broad range of disciplines," said Allan Rosenfield, M.D., dean, Columbia University's Mailman School of Public Health. "We are delighted to have the opportunity to create powerful new partnerships between the public health and entertainment communities in the struggle against HIV/AIDS."

"The fight against HIV/AIDS is in part a battle against bigotry, fear, denial and ignorance," said Irwin (Sonny) Fox, Senior Vice President, Population Communications International. "Entertainment programming is already a powerful vehicle for delivering crucial messages about HIV/AIDS and has the potential to do so much more when preeminent leaders in the fields of entertainment, business and public health pool their resources."

The November 18 Entertainment/AIDS Summit will be held on the Columbia University campus and is being presented by Columbia University's Mailman School of Public Health and Population Communications International in association with The Advertising Council, BBC World Service Trust, Conference of Non-Governmental Organizations (CONGO), International Academy of Television Arts and Sciences, Johns Hopkins University Center for Communication Programs, Ogilvy & Mather Worldwide, United Nations Foundation and United Nations Population Fund (UNFPA). Principal support is being provided by the Bill & Melinda Gates Foundation.

For the past seven years, Population Communications International has organized the Soap Summit, working with network executives, producers and writers to develop storylines on HIV/AIDS and other health and social issues. Last year, CBS' "The Bold and the Beautiful" aired a seven-month-long HIV/AIDS storyline that resulted in a sharp increase in calls to the CDC's HIV/AIDS information hotline.

In South Africa, 16 million people tune-in weekly to "Soul City," a drama broadcast on radio and TV. Now in its seventh season, "Soul City" has tackled a range of social issues including violence against women, the spread of HIV/AIDS, and environmental concerns. And in China, "Bai Xing" ("Ordinary People") attracts 50 million viewers weekly with its portrayal of village life on the Yellow River bank. The drama's third season focuses on the villagers' lack of basic knowledge of HIV/AIDS and consequent lack of sympathy for HIV/AIDS patients. These are just a few examples of entertainment programs that will be represented at the November 18 Entertainment/AIDS Summit.