INSIDE STORY: THE SCIENCE OF HIV/AIDS is a media-based initiative designed to educate the sub-Saharan African public about the basic science of HIV/AIDS. At the center of this initiative is a unique feature-length film that brings together the best of fiction and non-fiction storytelling in order to unravel the mysteries of HIV. Audiences are engaged and transported to a vibrant, inner world where hard-to-grasp science is transformed into a compelling visual reality. INSIDE STORY’s aim is to demonstrate the science of how HIV works in a personal, practical, and memorable way. Misunderstanding is replaced with facts, demystifying the virus, and motivating informed health decisions.
At the center of many of the challenges in HIV prevention, treatment and education is a misunderstanding of the science. In addition, many organizations working at the community level confront significant HIV message fatigue. Engaging, innovative approaches are needed.
Using state-of-the-art animation, INSIDE STORY explores the dynamic inner world of the human body, revealing the unseen world of HIV. The film offers audiences an unforgettable experience – for many, a first look inside the human body, and a window into how the immune system, HIV, and antiretroviral therapies work.
Focus group testing in four countries found this illustrative approach useful across various levels of literacy and education.
Emerging from grassroots requests, stakeholder interviews, extensive research and focus group testing, INSIDE STORY was developed in collaboration with a diverse coalition of experts and activists. With no other African film or TV program currently focused on the basic science of HIV/AIDS, INSIDE STORY has a unique opportunity to powerfully answer this need and make a tremendous impact, providing stakeholders with a valuable tool to scale up education, prevention, and treatment efforts.
Kalu, a young man from rural Kenya, dreams of a professional soccer career. He moves to South Africa, begins a promising relationship with the coach’s daughter and is on the verge of soccer stardom when he learns he is HIV positive.
Kalu guides us through the progression of HIV in his body from the moment of infection to the effect of antiretroviral therapy. Through stunning computer animation, audiences actually go inside Kalu, witness the moment of infection and come face-to-face with HIV. We follow Kalu’s struggles on the pitch, off the pitch and inside his body as he confronts HIV.
A calculated distribution strategy extending over multiple years will provide the broadest reach possible throughout sub-Saharan Africa.
Distribution will begin with premiere events to introduce the film to stakeholders in the struggle against HIV/AIDS, drive press and build public awareness. The World Premiere took take place in Johannesburg, South Africa, on December 1, 2011, World AIDS Day. Our film Director, Rolie Nikiwe, Producer Harriet Gavshon, cast from Kenya, Nigeria and South Africa, and the US Consul General to South Africa all participated in the event. On January 11, 2012, the North American premiere will take place in Washington, D.C. at the historic AFI Silver Theater. Ambassador Goosby, the US Global AIDS Coordinator, the African Diplomatic Corps and other public, private and NGO leaders will be in attendance. A premiere in Lagos, Nigeria, featuring Hakeem Kae-Kazim (Pirates of the Caribbean, 24) and another in Nairobi are being developed for 2012 in conjunction with the film’s release.
We are currently in discussions with top African film distributors and exhibitors about a theatric release that will reach urban audiences, drive broadcast and grassroots audiences, and increase press coverage.
Discovery World, a pay-television network available in 47 countries in Africa and the Middle East will air the film trailer (promotional spot) and behind-the-scenes shorts, providing the project with valuable marketing at no cost.
The film’s largest audiences will come from free-to-air national broadcasters across the subcontinent. Our partnership with MTV International will enable INSIDE STORY distribution by 29 African broadcasters with a combined reach of nearly 300 million people. Broadcasters will be provided with split audio tracks enabling them to “dub” the film into any language.
Two versions of the film – a feature length version (90min), as well as a segmented version (3x30min) – will be distributed in English, French and Portuguese through an extensive network of government, non-government and private-sector partners. Our multi-year rollout and distribution plan is also designed to reach extensively into communities and populations without easy access to television. Grassroots distribution (through DVDs) will be activated through a growing coalition of public and private-sector entities, including YouthAIDS, Grassroot Soccer, CARE, PEPFAR, USAID, Africare, FilmAid, NERCHA, National HIV Council of Zambia, and DCGEP schools in Angola, Nigeria, South Africa, and beyond. These organizations and others are eager to use the film in their on-going prevention and education activities in clinics, schools, communities, and refugee camps.
Facilitator guides (which will serve as the DVD case) and DVD extras will be provided as a resource to community and public health organizations, NGOs, and schools in both urban and rural communities.
A dedicated Web site insidestorythemovie.org is being developed, extending the reach and impact to additional audiences. The site will include compelling, film related educational material, film trailer, the entire film itself (hosted on African soil to facilitate the best download speeds possible), a downloadable facilitator guides, links to partners and project advisors, FAQ’s, and a dynamic space where facilitators can map screening locations and share best practices.
INSIDE STORY was created through the generosity of the President’s Emergency Plan for AIDS Relief (PEPFAR), USAID, Chevron, Access Bank, Discovery Communications, SEACOM, UNAIDS and in partnership with Management Sciences for Health and Johns Hopkins Health and Education in South Africa.
INSIDE STORY is a production of Discovery Channel Global Education Partnership thepoweroftv.org a nonprofit organization with 14 years of experience developing relevant, accessible media-based programs in Africa. DCGEP’s approach is collaborative, involving both experts and grassroots community members. This initiative brings together talent from Discovery Channel, one of the world’s most trusted media brands and Curious Pictures South Africa, a leading African production company and producer of such highly regarded social dramas “Intersexions,” “Tsha Tsha,” and “Heartlines.”
Initial research integral to this initiative was conducted in partnership with the Centre for AIDS Development, Research and Evaluation (CADRE), a non-profit, South African research and evaluation organization specializing in HIV/AIDS communications in Africa. Their studies included extensive literary research, focus group testing of a story treatment and script in Nigeria, Ethiopia, South Africa, and Uganda. A rough edit of the film was also tested with audiences in South Africa. This research confirmed the need and utility of a science-based media tool, and has helped shape this initiative.
Key Project Advisors
INSIDE STORY has been developed in consultation with internationally renowned experts and activists from organizations such as USAID, FHI 360, Grassroot Soccer, Johns Hopkins University, Management Sciences for Health, World AIDS Campaign, World Health Organization, and UNAIDS.
Danjuma Adamu, Mansur Tukur, Network of People Living with HIV/AIDS, Nigeria, FHI
Taylor Ahlgren & Kirk Friedrick, Grassroot Soccer
Phillip Blose, University of Pretoria (student)
Chris Beyrer, MD, MPH, Johns Hopkins University
Lois B. Chingandu, SAfAIDS
Patrick Coleman, Johns Hopkins Health and Education in South Africa
Clarence S. Hall, DrPH, Africare
Mitchell Warren, AVAC
Catherine Hankins, MD, Chief Scientific Advisor, UNAIDS
John Howson, MPH, RN, HIV/public health consultant
Krishna Jafa, MD, PSI
The Reverend Canon Ted Karpf, World Health Organization
Scott Kellerman, PhD, Management Sciences for Health
Kefilwe Koogotsitse, Erasmus University
Uttara Bharath Kumar, JHU - Center for Communication Programs, Zambia
Suzanne LeClerc-Madlala, USAID, OHA
Alex Margery, Tanzania National Network of People with HIV, FHI
Tim Mastro, MD, FHI
Pauline Muchina, PhD, The Global Coalition on Women and AIDS
Caroline Murbaira, Community Working Group on Health, Zimbabwe
Mwansa Njelesani, Office of United Nations Special Envoy for HIV/AIDS in Africa
Peter Okaalet, MD, MTh, MDiv, MAP International
Nina Oosthuizen, Channel E, South Africa
Bill Philbrick, CARE
Susan Plaeger, PhD, National Institute of Allergy and Infectious Diseases
Jeffrey T. Safrit, PhD, Elizabeth Glaser Pediatric AIDS Foundation
Karen Shanor, PhD, psychologist
Robin Smalley, Mothers2Mothers
Carl Stecker, RN, MPH, EdD, Catholic Relief Services
Gary Svenson, PhD, USAID Southern Africa
Edmund Tramont, MD, National Institute of Allergy and Infectious Diseases
Marcel van Soest, World Aids Campaign
Derek von Wissel, MD, NERCHA – Swaziland
Community Working Group on Health, Zimbabwe
Elizabeth Glaser Pediatric AIDS Foundation
Ghana Broadcasting Corporation
Johns Hopkins University - Center for Communication Programs
Ministry of Health and Social Services, Namibia
NERCHA – Swaziland
National HIV/AIDS/STI/TB Council, Zambia
Provincial Government of the Western Cape, South Africa
WBS TV, Uganda
World AIDS Campaign
Zimbabwe Broadcasting Corporation
CADRE will conduct evaluation and monitoring over a two-year period. Quantitative and qualitative evaluation methods will assess INSIDE STORY’s impact on audiences’ understanding of the science of HIV/AIDS, resulting behavioral changes, as well as the impact of this tool on existing HIV interventions.
INSIDE STORY: THE SCIENCE OF HIV/AIDS is a media-based education initiative designed to reach and engage the sub-Saharan African public at all levels about the basic science of HIV/AIDS. The centerpiece is a unique feature-length film that combines the exciting, fictional story of a rising soccer star, with a fact-based, animated journey inside the human body to unravel the mysteries of HIV. INSIDE STORY’s goal is to demonstrate the science of how HIV works in a way that is personal, practical, and memorable. For many, this will be a first look at HIV inside the body and antiretroviral therapies at work.
Stakeholders engaged in the struggle against HIV are looking for effective tools that will cut through HIV message fatigue and advance and support a variety of HIV interventions. Initial focus group testing in four countries found INSIDE STORY successful and useful across ages, genders and various levels of literacy and education.
With no other African media project focused on bringing this information to the public, INSIDE STORY has a unique opportunity to make a tremendous impact, providing NGOs, CBOs, governments, etc., with a valuable tool to scale up education, prevention, and treatment efforts.
Status Update: This innovative approach was developed in collaboration with a diverse coalition of experts, scientists and activists. Research, treatment, and script testing was conducted by the Centre for AIDS Development Research and Evaluation (CADRE). Principle photography was completed in July and August in Johannesburg, South Africa and Malindi, Kenya. Postproduction (including animation sequences reviewed by content advisors and scientists) is well underway. Recent focus group testing of a rough cut of the film was very positive. Seeing various aspects of the HIV lifecycle (ex. the moment of HIV infection and how condoms work) gave audiences a completely new understanding of HIV. They spoke specifically about how this new perspective would impact their behavior. Premiere events are being planned around World AIDS Day 2011 with wide release across Africa in early 2012.
Current donor partners include PEPFAR, Chevron, Access Bank, SEACOM, UNAIDS and Discovery Communications.
Distribution: Theatric, free-to-air broadcast by 29 broadcasters, and grassroots/NGO distribution will reach an estimated 300 million people throughout sub-Saharan Africa. NGO partners include CARE, YouthAIDS, GrassrootSoccer, World AIDS Campaign, Johns Hopkins, national governments, and many more. Facilitator guides are being developed and will be integrated into the DVD packaging. The website www.insidestorythemovie.org will be a home for the film, downloadable facilitator guides, and an area to share screening locations and best practices.
Evaluation will be conducted by CADRE and include quantitative and qualitative methods to assess INSIDE STORY’s impact on audiences’ understanding of the science of HIV/AIDS, as well as the impact of this tool on existing HIV interventions and behavior change.
FOR IMMEDIATE RELEASE
June 8, 2011
CONTACT: Amber Harris, Discovery Communications
+1 240-662-5235, firstname.lastname@example.org
GROUNDBREAKING NEW FILM TO ENTERTAIN, EDUCATE & EMPOWER AFRICAN AUDIENCES IN FIGHT AGAINST HIV/AIDS
–Discovery Channel Global Education Partnership’s INSIDE STORY Leverages Football and Science to Demystify AIDS for Millions in Sub-Saharan Africa–
(Silver Spring, Md.) – The nonprofit Discovery Channel Global Education Partnership began principal filming this week on INSIDE STORY: THE SCIENCE OF HIV/AIDS in Johannesburg, South Africa. The feature-length film, produced with the support of PEPFAR, Chevron, Discovery Communications, The South African Department of Trade and Industry, Access Bank and SEACOM, combines the best of fiction and non-fiction storytelling to unravel the mystery of HIV and empower millions with the knowledge they need to make informed health decisions.
Produced by South Africa-based Curious Pictures and directed by Rolie Nikiwe (Tsha Tsha, The Lab, Intersexions), INSIDE STORY stars Kevin Ndege Mamboleo (Changing Times) as Kalu, a gifted footballer who moves from rural Kenya to urban Johannesburg to follow his dream. His path becomes more challenging when he falls in love with the coach’s daughter, Ify (Kendra Etufunwa), and also finds out he is HIV positive. Newcomers Kevin Ndege Mamboleo and Kendra Etufunwa are joined by nationally and internationally celebrated stars including Hakeem Kae-Kazim (Pirates of the Caribbean: At World's End, Hotel Rwanda, 24) as Kalu’s mentor and tough-as-nails coach, Fana Mokoena (Blood Diamond, Hotel Rwanda) as the ruthless team owner, and Regina-Re as Kalu’s mother, Miriam.
INSIDE STORY will demonstrate the science of how HIV works in a personal, practical and memorable way, replacing misunderstanding with facts and demystifying the virus through a realistic animated journey inside the human body. After production is complete, a comprehensive roll out of the film will include national broadcasts across sub-Saharan Africa and distribution through grassroots efforts of NGOs, schools and governments.
“Discovery Channel Global Education Partnership is dedicated to using the power of media to transform the lives of people around the world. As production begins on INSIDE STORY in South Africa and Kenya, we are shining a light on the unseen realities of HIV and AIDS,” said Aric Noboa, President, Discovery Channel Global Education Partnership. “Thanks to passionate and generous partners, world-class talent and support from around the globe, we will bring a unique approach to HIV/AIDS education to audiences across the African continent.”
“Chevron has been a leader in the global fight against HIV/AIDS for more than 25 years. Our commitment to HIV/AIDS outreach is powered by our partnerships with governments and nonprofit organizations around the world. We’re proud to partner with DCGEP and sponsor INSIDE STORY. One day, we'll defeat AIDS—in our workplace, in our homes, our communities and our nations,” added Rhonda Zygocki, Executive Vice President, Policy and Planning, Chevron.
Additionally, DCGEP will provide facilitator training and guides, educational posters, and DVD materials for use by community and public health organizations, as well as schools throughout Africa, to reinforce INSIDE STORY’s messages in both urban and rural communities. The initiative will also include a dedicated website, extending the reach and impact to online audiences. Behind-the-scenes shorts are also being planned for Discovery’s portfolio in South Africa to coincide with the release of the film. For regular updates on INSIDE STORY, please visit facebook.com/insidestory.
About Discovery Channel Global Education Partnership
Discovery Channel Global Education Partnership (DCGEP) is a 501 (c) (3) non-profit charitable organization that for the past 14 years has been working in under-resourced schools around the world, using the power of television to increase student learning, teacher effectiveness and the community’s access to information and involvement in their children’s schools. The initiative is locally managed, and involves a collaborative process of educational video program development that combines contributions of expertise and high-quality documentary footage from Discovery with the needs of educators in countries where DCGEP is active. In addition, DCGEP provides three years of teacher training and capacity building to ensure their ability to maximize the value of educational television as a tool for teaching and learning. For more information, please visit www.thepoweroftv.org.
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