Member Highlights

LIVE UP Spotlight:
COMMITTED MEMBERS FINDING CREATIVE WAYS TO LIVE UP

January-March, 2009

LIVE UP AMONG THE STARS


	LIVE UP Hero Kerrel McKay with Sir Elton John and David Furnish


	LIVE UP Hero Kerrel McKay with singer Carrie Underwood

It was a night filled with stars, glamour, celebrity auctions and Elton John renditions. It was a night when the biggest stars in the entertainment industry came together in one space. It was Sunday February 22, 2009 - the night that Hollywood was introduced to the LIVE UP Campaign through CBMP LIVE UP Hero Kerrel McKay who represented the CBMP at the 17th Annual Elton John AIDS Foundation (EJAF) Academy Awards Viewing Party at the Pacific Design Centre in West Hollywood. Apart from mingling with celebrities such as American Idol alum and country singing sensation Carrie Underwood and actress Sharon Stone, Kerrel took the opportunity to tell her compelling story to the celebrity audience about her personal experiences working at the frontlines of the HIV/AIDS epidemic as a CBMP LIVE UP Hero. “Live Wire” caught up with the Youth Interventions Coordinator in the Jamaica HIV/AIDS Programme when she returned to the island.

“The party was magnificent! It was very elegant and classy. I met important and popular people and I was given the chance to address them all. I was given the space to inform. The good thing was that they were all very receptive, not just because I am young and was talking about something important, but because people genuinely care about the issue and about making an effort to respond to the spread of this disease,” Kerrel noted.


	Sir Elton John, Kerrel McKay and David Furnish at the EJAF Gala

This event was hosted by Sir Elton John and David Furnish and raised nearly $4 million for the Elton John AIDS Foundation's urgently needed grant-making initiatives supporting innovative HIV prevention programmes (like CBMP), efforts to eliminate AIDS-related discrimination and stigma, and direct care services across the Americas and the Caribbean.

“Representing the CBMP and the LIVE UP campaign on an international stage was an honour. It gave me the opportunity to showcase the work of the CBMP and to bring a real-life experience to it. I think that is one of the things which makes the campaign a good one and gives credit to CBMP. It shows that you are working with real people and bringing a real perspective, through media, to the rest of the Caribbean and the world in general,” Kerrel stated.


	LIVE UP Hero Kerrel McKay with actress Sharon Stone at the EJAF Gala


	LIVE UP Hero Kerrel McKay with actor Chris Noth at the EJAF Gala

“I think it was a very significant event for more than one reason. It was not just about getting affluent people to make various contributions to society, but I thought it also gave those present a chance to see the other world that exists...the real challenges that not just old, but the young have to deal with and one of those challenges is the continued rapid spread of HIV/AIDS,” she added.

The LIVE UP Campaign continues to extend its reach and negotiate new spaces both in this region and beyond. Now that Kerrel has successfully taken LIVE UP to Hollywood one wonders just how far this Campaign initiative will go. “Live Wire” posed this question to the LIVE UP Hero who responded with much enthusiasm, “It is my hope that with the continued spread of the LIVE UP message, the Heroes Campaign will be able to achieve its objective of reaching the target population and at the same time, giving an opportunity to both the young and old, infected and affected and those who are making a difference, the chance to share their story, to make it heard and above all make a difference in the face of HIV/AIDS.”

The EJAF event Co-Chairs were David and Victoria Beckham, Mary J. Blige, Joseph W. Blount and Craig A. Reynolds, Tom Calderone, Richard W. Cook, Elvis Costello and Diana Krall, Stephen Daldry, Ellen DeGeneres and Portia de Rossi, Caroline Gruosi-Scheufele, Diana Jenkins, Jeffrey and Marilyn Katzenberg, Nicole Kidman, Ed Limato, Baz Luhrmann and Catherine Martin, Jo and Raffy Manoukian, Sharon and Ozzy Osbourne, Sharon Stone, Dame Elizabeth Taylor, Donatella Versace, and John Waters. The Event was sponsored by Chopard, Jo and Raffy Manoukian, and VH1. CBMP is proud of Kerrel as our LIVE UP Hero and we are happy that she was joined by Stephen Massey from our partners at the Kaiser Family Foundation for this special event.

IT’S NOT THE END OF THE ROAD!


	The LIVE UP Heroes Roadshow visits a Toco community secondary school

When the curtain closed on the first phase of the CBMP LIVE UP Heroes Roadshow on March 6th, 2009, more than 200 staff members of 22 CBMP member stations had participated in the Roadshows. Through this CBMP initiative, LIVE UP travelled across the region to Jamaica, Barbados, St. Lucia, the Bahamas and Trinidad and Tobago, and by the time this journey had reached its end, partnerships were formed, goals were met, members were energized and relations were strengthened.

“During this Roadshow we brought our committed LIVE UP Heroes into our member stations to talk to staff about the campaign and what drew them into the work they do on HIV/AIDS.


	Dr. Allyson Leacock visits member station Gayelle during the Trinidad Roadshow

Through this exercise we were able to thoroughly engage our members in a way that encourages them to embrace this campaign but we also reached out to the public through my many media appearances and informed in a way that should now see everyone seeking to be a hero in their community,” said CBMP Executive Director Dr. Allyson Leacock.

“This Roadshow truly demonstrated Partnership because not only were we able to engage our CBMP members but were also able to work with the local HIV/AIDS Commissions and Ministries of Health to have open discussions with staff members on how they can positively respond to HIV/AIDS as media representatives. This is the kind of collaboration which will see a positive impact on the Caribbean response to HIV/AIDS,” she added.


	Dr. Allyson Leacock presents to sedondary school students of the Toco community during the Trinidad Roadshow

LIVE UP Hero Keith Kemp participated in the Bahamas leg of the Roadshow and noted that it was a thrill to see staff recognize the role they can play in the fight against the spread of HIV/AIDS in this region.

“The Roadshow was very informative and I believe it helps to build capacity between media houses and the National AIDS commission. I was particularly impressed by the enthusiasm displayed by the Sports department of ZNS who now recognize the role they can play and are excited about tackling HIV/AIDS in their work,” he stated

The Roadshow initiative will soon be adopted by the 17 CBMP broadcast members in Haiti where the CBMP LIVE UP Heroes Campaign will also be launched through CECOSIDA. The Roadshow therefore presented the perfect opportunity for CECOSIDA President and radio journalist, Roosevelt Jean-Francois, to observe the initiative in preparation for the Haitian launch.

"This has been a tremendous experience to see on the ground how likeminded professionals in other parts of the Caribbean are getting involved in the struggle against the spread of HIV/AIDS. I had an opportunity to see that local broadcasters need to be empowered to produce their own message with the same vision to reduce stigma and to promote responsible behaviour,” he stated.

"Haiti with its 17 members will take advantage of this experience. We are a unified group and CECOSIDA has a very dedicated team who knows Haitian journalists who are really committed in this field. We hope to be able to have more commitment and to engage other broadcasters to join us in this endeavour", he continued.

With more than 200 staff members sensitized and rearing to go, CBMP members can be guaranteed that it’s not the end of the road for this initiative.

“This entire experience has clearly demonstrated the need for us to get out there and really roll out this Heroes Campaign to our members and the public. The level of enthusiasm with which our members greeted this Roadshow augurs well for the Caribbean response to HIV/AIDS. We are very aware that this is just a fraction of our membership and so we are excited about the possibilities when we have an opportunity to further expand this initiative to connect with our members and invigorate this partnership,” Dr. Leacock concluded.

With that said, “Live Wire” can’t wait for phase 2 of the CBMP LIVE UP Heroes Roadshow.

CBMP MEMBERS LIVING UP!


	Dianne McLetchie-Bradshaw of Tobago Channel 5

With the first phase of the CBMP LIVE UP Heroes Roadshow successfully completed, broadcast members are motivated more than ever to do their part in helping to stem the spread of HIV/AIDS in the region. Members had high praises for the Roadshow initiative and some were quick to point out how they have been incorporating the LIVE UP message in their daily programmes since the Roadshow experience. This impact has in fact been so great that one station, Tobago Channel 5, has already “formed a committee to look at ways of supporting the initiatives of the LIVE UP Campaign” according to News Editor and Roadshow participant Dianne Mcletchie-Bradshaw.

“As a result of this Roadshow a lot of people here at Tobago 5 are really motivated and that is why we have set up the committee. Persons have already approached me with ideas. I already had the experience of CBMP training because I had participated in their training workshop for contributors to the magazine show LIVE UP: The Show and so I had come back and shared my experiences with my colleagues. With the Roadshow however, people were able to share their own concerns and ideas. It worked to boost us here at Tobago Channel 5 to take this initiative one step further,” Dianne stated.


	Vera Edwards, Programme Manager at Radio Toco

Community Radio station in Trinidad, Radio Toco, has been involved in outreach in regard to HIV/AIDS for many years and Programme Manager at Radio Toco, Ms. Vera Edwards, said that the Roadshow was seen as yet another opportunity to participate in valuable community outreach.

“The staff and Radio Toco and by extension the Toco Foundation felt honored to have the Road show coming to Toco and we used the opportunity to widely publicize the event and as well as the LIVE UP Heroes campaign. Staff felt that the event should be shared with others and the decision was taken to share with the students of the nearby secondary school and we did not stop there as the information was shared with the wider community via Dr Leacock’s interview live on Radio Toco” she noted.

Assistant Director of News at ZNS in the Bahamas, Mr. Julian Reid, noted that staff was now actively looking at the possibilities of reporting on HIV/AIDS as hard news.

“The Roadshow has prompted reporters here at ZNS to think about more innovative ways of bringing the stories of people living with HIV and AIDS to the country. We are now especially using our radio show to follow up on individual news pieces on HIV/AIDS in particular pointing out what new developments there are and programmes that are put in place. One of the areas we are going to concentrate on is taking the message to athletes and the sporting community in general” He stated.

Office Manager of Daher Broadcasting Services (DBS) in St. Lucia, Ms. Ann Edwards, noted that the Roadshow was a “session worth having”, and that DBS took the opportunity for staff from all departments to participate so that “everyone learned something and was able to take something away with them from the Roadshow experience”.

“It is extremely important that this message is taken to every corner of the globe – not just here in St. Lucia. We all need to recognize that we as individuals must be responsible for our own actions. If we can all act responsibly we will be on the first step to eradicating HIV/AIDS. It is absolutely important that each of us takes the message of HIV on the road to inspire others to do the same. This is exactly what the CBMP has done with the LIVE UP Heroes Roadshows” stated Ms. Edwards.

CBMP BUILDING PARTNERSHIPS


	Joan Didier, Executive Director of the AIDS Action Foundation

It has long been accepted that a key component to fighting the spread of HIV/AIDS in the region is through coordinated effort and strong partnership outreach. The CBMP demonstrated this most effective principle during the recent LIVE UP Heroes Roadshow where local Commissions, Ministries of Health and foundations were invited to participate as presenters during the event. This meant that these organizations got the opportunity to engage over 200 staff members of CBMP member stations in Jamaica, Barbados, St. Lucia, the Bahamas and Trinidad and Tobago on their roles as media representatives reporting on HIV/AIDS in the region. When “Live Wire” caught up with Joan Didier, Executive Director of the AIDS Action Foundation (AAF), she was thrilled to point out the benefits of this partnership with the CBMP having just completed the St. Lucia leg of the Roadshow.

“I think this is a very strategic partnership both for the CBMP and the AAF. The AAF is on the ground in country and can continue to facilitate and drive CBMP initiatives. On the other hand, the AFF can now target wider numbers using both the facilities and expertise offered by the CBMP” stated Didier.


	Andy Fearon, Deputy Director of the NACC

This thought was echoed by Andy Fearon, Deputy Director of the National AIDS Coordinating Committee (NACC), who participated in the Trinidad leg of the Roadshow. "To see the work of the CBMP on HIV and AIDS was very encouraging especially in light of the challenging times with regard to funding that we are all currently experiencing. The Roadshow demonstrated that all stakeholders in the response to HIV and AIDS need to collaborate more effectively and continually develop new partnerships. I am particularly looking forward to working closer with the CBMP" he stated.

Ms. Didier also noted that apart from building partnerships the Roadshow also presented the opportunity to engage the media in an effort to highlight how they can positively contribute to stemming the spread of HIV in the region and also to dispel any myths that might unintentionally be perpetuated in their broadcasting.

"I found the Roadshow experience very interesting. It clarified for me how much work there is still to be done in the region. Lots of people believe they understand HIV until you start to peel away the layers. After the Roadshow I can say that the media here is very interested. In fact, one station in particular, Daher Broadcasting Service (DBS) has been coming to us for information for their reports. I no longer have to call them, they call us every week" she stated.

Ms. Didier had high praises for the LIVE UP Campaign in general stating that it is “one of the most innovative and creative campaigns running.”

"The LIVE UP Campaign speaks to the youth. Different people can all be saying the same message but in different forms. I believe that LIVE UP has great impact because the CBMP is using the appropriate medium to deliver their message. The messages are resonating and I have been hearing young people with the messages so they have been listening" she stated.

THE HEROES AMONG US

We often look to celebrities and people in the spotlight as our role models and heroes. They seem larger than life and occupy a world of which many of us can only dream. It helps to know however that there are “everyday” people like us out there who are heroic in their actions and behavior. The CBMP has selected and highlighted these Heroes through the LIVE UP Heroes Campaign. Through the CBMP LIVE UP PSAs running throughout the region, the public has the opportunity to see people who stand up and stand out every day in the face of HIV/AIDS. With the recent LIVE UP Heroes Roadshow, members of the broadcast media had the chance to find out firsthand why these LIVE UP Heroes do what they do and how they as the media can work with the LIVE UP Heroes in responding to and reporting on HIV/AIDS. Having said that however, “Live Wire” was curious to find out how these “everyday” individuals themselves felt about having the status of “Hero” and the their thoughts on the just concluded Roadshow.


	LIVE UP Hero Luke Sinnette

Luke Sinnette, the quietly confident Social Displacement Field Officer in the Ministry of Social Development in Trinidad is also the president of Friends For Life, a non-governmental organization which provides support to vulnerable population in Trinidad and Tobago. When “Live Wire” spoke with Luke he was in fact at the hospital offering support to one of the organization’s clients. He still took the time however to tell us a bit about life as a LIVE UP Hero and the Roadshow.

“The Roadshow was a very enriching experience. I feel truly honored to have been chosen as a LIVE UP Hero. Sometimes though, I don’t feel like a hero. I see myself as just a normal person who is fulfilling a need and doing what needs to be done. I feel the real heroes are those persons who are HIV positive and despite whatever is going on or what they are facing, they decide to live – to LIVE UP! They are the ones who really inspire me and keep me going,” he noted.


	LIVE UP Hero Keith Kemp

Bahamas LIVE UP Hero Keith Kemp, Chair of the Bahamas National Youth Ambassadors for Positive Living (YAPL) is also employed by the Bahamas National HIV/AIDS Centre in the Ministry of Health and Social Development. He also spoke to “Live Wire” about how being a LIVE UP Hero makes him feel “recognized as an individual who has set a standard in terms of caring for persons affected by and living with HIV/AIDS.”

“I try to live my life as a model for other young persons. I want them to always be aware in terms of how they approach their sexuality and health and how they live their lives. I hope that through this LIVE UP Heroes Campaign more young people are educated about HIV/AIDS to the point where they are more comfortable caring and working with people living with this disease,” Keith stated.


	LIVE UP Hero Shana Marius

“Live Wire” also met up with Shana Marius who is one of four young ladies recognized by the CBMP as a LIVE UP Hero. A Peer Counselor for the AIDS Action Foundation (AAF) in St. Lucia, Shana was quick to point out that she especially wanted “more young men to be involved and play a part in reducing the spread of HIV”.

“The males at the Roadshow were very interested and it became clear that they want to be involved. I think this Roadshow has helped a lot as the media is willing now more than ever to push programmes about HIV/AIDS. Being a LIVE UP Hero helped me greatly. I feel more empowered. I am setting an example to my peers, family, and friends and in fact the entire island of St. Lucia. It has encouraged me to always try to be better and someone that people can look up to. I am being recognized as someone who can educate about HIV/AIDS and that is important” she stated.

“Live Wire” salutes all seven of the CBMP LIVE UP Heroes and encourages all of our readers to be heroes in their own communities – LIVE UP! Love! Protect! Respect!

HAITIAN CANDLELIGHT

CBMP members in Haiti are leading the global media response to the 26th International AIDS Candlelight Memorial, which will be launched in Cap-Haitien from May 16th-17th this year. Haiti was selected in October as the launch site for this year's global activities. “We are honored…to highlight the challenges and progress made by a Caribbean country,” stated Global Health Council (GHC) President Dr. Nils Daulaire. Beyond the launch celebration, activities are planned throughout the Caribbean.

Haitian media are participating in briefings to coordinate and prepare their coverage, with support from CECOSIDA, GHC, and Promoteurs Objectif Zero Sida (POZ).

Todd Lawrence, International Outreach Coordinator for the Global Health Council in Washington, D.C., will be in Port-au-Prince this month to coach 15 Haitian journalists on the International AIDS Candlelight Memorial programme and to promote greater understanding of activities to be undertaken by public and private organizations throughout the country. CECOSIDA will also organize additional coaching sessions in the provinces prior to the kickoff day.

“CECOSIDA and the Haitian CBMP broadcast members will mobilize the community and bring more awareness of this great event which will feature Haiti and the Caribbean to a global stage,” declared CECOSIDA President and radio journalist Roosevelt Jean-Francois.

A regional phone-in briefing for CBMP members outside Haiti is currently being planned for May.We look forward to broadcasters’ full participation in this phone-briefing. Look out for more details coming soon. Please contact the CBMP for more information.

LIVE UP ROAMIN’ THE REGION


	L-R Charles Walcott (Managing Director), Andrew Payne (Director Radio Services), Mark Stapleton (Creative Director)

With a weekly three-hour radio show and a regional one-hour TV programme, ALT Entertainment Inc. certainly seems to have a lock on the regional entertainment industry. This is thanks in part to their one hour TV show "Roamin'" which was available to 25 countries in the region through CBS affiliate WSEE TV. Visit any of the "hottest" spots and throw out the words "Roamin'" or "Boom Tribe" and you are sure to recognize the buzz surrounding a company which is undoubtedly a front runner in the race to significantly expand the regional entertainment market. ALT Entertainment is not just about the party, however, and as they set about taking the region by storm they are taking the message of LIVE UP with them. Now affiliate members of the CBMP, this entertainment company is aware of the need to LIVE UP in the face of HIV/AIDS in this region.

“Live Wire” recently had the opportunity to speak with Charles Walcott, Managing Director of ALT Entertainment about taking LIVE UP HIV/AIDS messaging throughout the region with their popular shows:

LW: Can you tell us what’s fresh about your two very popular shows?
CW: The BoomTribe Radio Show is a weekly three-hour radio show created to give the listener a fun-filled listen to the top music of the average youthful Caribbean listener. The show features Caribbean entertainment news, interviews with various artistes, producers and Caribbean celebrities. The entire show builds up to a weekly countdown of the Top 10 Caribbean Music hits, as compiled by our team. The Top 10 segment of the show is being designed for syndication to popular radio stations in the Caribbean region and will also be distributed online as a podcast on BoomTribe.com. Roamin' is a one-hour youth-oriented TV programme that covers music and parties. The show is shot in nightshots, festivals and at events in Barbados and throughout the Eastern Caribbean. Roamin' also features the region's hottest music videos, interviews and the personalities that spread Caribbean music from the region to the rest of the world. With these two shows ALT Entertainment Inc. aims to be the number one media channel where Caribbean people can hear the most popular songs, see the hottest music videos or view the "crazy" events all around the Caribbean.

LW: Why have you opted to include HIV/AIDS messaging in your show’s format?
CW: Our Director of TV Services, Kelly Gittens, is a social worker and so we have always been very aware of and accepted our social responsibility. He has worked directly with HIV/AIDS having been a VCT counselor (HIV/AIDS) for the Ministry of Health so we have literally been on the frontlines of the fight against HIV/AIDS. We have seen the damage that this disease can do and know the long-term ramification that can occur if we do nothing. The best weapon that we have in combating this disease is education, and if we can do this with our programming then we have a duty to include HIV/AIDS messaging and LIVE UP is part of that.

LW: Roamin’ seems to be about youth having fun, how do you link this to HIV/AIDS messaging?
CW: The youth are what we would call in the risk group for contracting HIV/AIDS, hence it is important to reach them with messages related to HIV/AIDS. This message doesn’t have to be doom and gloom and can be delivered in a medium that they relate to, that of fun and the youthful spirit and can LIVE UP! Roamin’ embodies this and hence is a perfect medium in which to get messages across.

LW: Even though the show is about fun and having a good time some may argue that a show such as Roamin’ encourages risky behaviour in the youth by showcasing some videos which may be termed risqué. What is your reaction to this assertion?

CW: This is the classic debate of life imitating art or art imitating life. The people that usually say that however are not in touch with the youth and don’t know what trigger will really effect change. They are of the impression that out of sight means out of mind, but the “sight” that they are talking about is usually theirs and they are not the at-risk demographic. Having said that we have standards and we will not play videos that are of the ‘uncut’ variety or are way too suggestive.

LW: Of all the HIV/AIDS campaigns why have you chosen the LIVE UP Campaign to include in your programming?

CW: We love what the 'live up' campaign is doing - 'Love, Protect, Respect'! The campaign is targeting the youth and we love the idea of making the celebrities and young people heroes in the fight against HIV /AIDS. This is in line with what we were doing and hence seemed a perfect match for us.

LW: What do you ultimately wish to achieve by including HIV/AIDS messaging in the show?

CW: We want to educate, and motivate our viewers and listeners to effect a positive change; in short we want to sensitize the public on the dangers not just in terms of contracting HIV/AIDS but also the stigma attached to people with HIV/AIDS. We want to remove the myths that are attached to the disease. This disease is one that you have a say in. The main way it is passed is through unprotected sex and so you have a say. Ensure that you don’t have unprotected sex and you can protect yourself. It is also very important that you get tested. Due to breakthroughs in treatment, it is not the death sentence it once was. The earlier you know about it the longer you can live as you will seek treatment, etc. Lots of people are living a full life with the disease and still have a lot to contribute to society. We could go on but in short we ultimately want to change the world for the better with the messaging in the show. LIVE UP! Love. Protect. Respect.