Real People! Real Stories! This is Me!

	Ellena Bowers
	Janaika Edwards
	Mark Dainty
	Genevieve Seaman

This is the new creative campaign of the CBMP which features everyday people telling their stories about how they LIVE UP in the face of HIV. This new campaign reinforces the point that everyone can be a hero and everyone can LIVE UP. CBMP member stations will receive 11 new vibrant TV PSAs and 8 energetic radio stingers as part of the new LIVE UP: This is Me campaign kit. The entire campaign is music driven to capture the energy and tones of the Caribbean, but above all it is real as viewers and listeners will recognize themselves in those sharing their experiences. "Live Wire" took the opportunity to talk with some of the people telling their stories about why they got involved in the LIVE UP: This is Me campaign.

"I got involved in the campaign because to me it means just trying to spread positivity. I am an ordinary person talking about my experiences in the hopes of helping someone else find the strength to be a better person or their better self" noted Janaïka Edwards of St. Lucia.

She was also eager to point out that "LIVE UP is a vibrant way of getting the message out there. It is a great initiative which gets across the idea that you must be careful yet passionate about your life and what you do".

Genevieve Seaman of Dominica pointed to a familial influence as the impetus for sparking her interest in joining the campaign.

"My aunt is very involved in HIV work in Dominica so through her I became very aware of what is going on in the world in regard to HIV. Getting involved in the LIVE UP campaign is my way of contributing as I believe that you should not be ashamed of the way you live your life, you just must be safe in how you live it. To me LIVE UP tells people that they can enjoy life and still be safe" she stated.

Ellena Bowers, also of Dominica, noted that she hoped to reach a specific audience with her message namely other single mothers like her.

"When I worked in Toronto I interacted with kids who are living with HIV and so I feel strongly about it. I hope by sharing my story and thoughts that other single mothers like me can see that there are people like them with stories to tell who are LIVING UP in the face of HIV and that they too would be encouraged to LIVE UP. Plus the LIVE UP campaign is a great initiative. I just love going online and accessing the information they have available on their websites", she stated.

Mark Dainty of Guyana said that he is very impressed with the LIVE UP campaign and this coupled with his desire to spread awareness is what fueled his interest in participating in the LIVE UP: This is Me campaign.

"The LIVE UP campaign is one of the premier campaigns in the Caribbean when it comes to sensitizing people about HIV. Because of LIVE UP I believe that lives will be saved and people will certainly be more educated. I decided to tell my story in the hopes that people who listen and view the campaign will become more cautious and HIV aware".

Other heroes in the This is Me campaign include Randy McLaren and Danar Royal of Jamaica, Alica Heitz of Barbados and Roberta Clarke of Trinidad. "Live Wire" salutes all eight of our heroes who are reminding us that we can all LIVE UP.

CBMP/UNESCO INTERACTIVE TOOL

	Gary Allen, Chairman of the Media Association of Jamaica and Managing Director of the RJR Communications Group
	Mr. Isidro Fernandez Aballi, UNESCO Advisor in Communication and Innovation for the Caribbean
	CVM Field Demonstration
	CTV Field Demonstration

Caribbean broadcasters now have at their fingertips an online interactive tool to aid them in HIV research as well as to empower them to produce accurate and innovative HIV programming. This online tool was launched on November 30th at the Knutsford Court Hotel in Jamaica. The CBMP developed the tool with the financial and technical support of the UNESCO Kingston Cluster Office for the Caribbean. The Interactive tool was created specifically for regional broadcasters to enhance their ability to produce and disseminate accurate content on HIV and AIDS in the region. The tool is easily accessible as it is now a permanent part of the CBMP’s LIVE UP website (www.iliveup.com).

In applauding the new initiative, CBMP Executive Director Dr. Allyson Leacock said, "With the theme for World AIDS Day being ‘Universal Access and Human Rights’, this tool will certainly provide media professionals with access to pertinent information, while helping them to educate their audiences on the importance of the human rights of all people through the production and use of accurate content on HIV and AIDS.”

UNESCO’s Director for the Kingston Cluster Office for the Caribbean, Dr. Kwame Boafo, sees this partnership as "an excellent opportunity to advance UNESCO’s objective of enhancing the capacity of communication professionals in the use of Behaviour Change Communication strategies in their efforts to contribute to comprehensive HIV and AIDS prevention, treatment, care and support”.

In the lead up to the launch event, field demonstrations and orientation meetings on the use of the tool among broadcast media professionals were carried out by CBMP in Barbados, St. Maarten and Jamaica from 23 to 27 November, 2009. Of the 42 member journalists surveyed about the tool 93% of respondents were satisfied that the interactive tool will be effective in increasing their awareness of HIV/AIDS in general. Another 97% indicated that the tool will improve their professional reporting on HIV/AIDS and a further 97% applauded this easy and secure access to vital information on HIV.

One respondent noted that "an interactive tool like this is long overdue. It will enable access to up-to-date information on HIV/AIDS issues in the region. Not to mention, I can get a number of story ideas and report on them from a local perspective”.

Yet another respondent noted that "the thought of being able to access information on HIV easily will heighten my awareness of the epidemic and allow me to edify my listening and viewing audience frequently".

Participating in the launch of the CBMP/UNESCO Interactive Tool were Gary Allen, Chairman of the Media Association of Jamaica and Managing Director of the RJR Communications Group; Dr. Rohan Lewis, Board Member of the Caribbean Coalition of Vulnerable Communities Coalition; LIVE UP Champion and International Performing and Recording Artiste Tanya Stephens; Faith Hamer, Director of Policy, Enabling Environment and Human Rights in the Jamaica National HIV/STI Control Programme. Mr. Isidro Fernandez Aballi, UNESCO Advisor in Communication and Innovation for the Caribbean delivered the Feature Address and the CBMP Executive Director gave an overview and demonstration of the interactive Tool.

LIVE UP: THE SHOW WORKSHOP

	LUTS Training Workshop
	LUTS Workshop Participants
	Presenters Alexis Nurse of the Barbados NAC and Norma Bynoe of the Ministry of Health

It is widely accepted that one of the most effective ways to respond positively to HIV and ensure behavior change is through the acceptance and dissemination of accurate information. It is also widely accepted that the broadcast industry is poised to be the leaders in this exercise through the power of their reach and influence. To this end nine regional journalists are more than ready to meet this challenge having just participated in the CBMP LIVE UP Training Workshop held at the CMC studio in Barbados on November 16-17, 2009. Each participating journalist will be submitting a segment to the popular CBMP news magazine show LIVE UP: The Show (LUTS) upon their return to their perspective stations.

"Through the workshop, I have come up with some great ideas that will impact the youth of St. Vincent. This is a start for me to make a concerted effort to produce at least one HIV story a week", noted Jamaisha Wright of St. Vincent and the Grenadines Broadcasting Corporation.

"The subject of HIV is so broad that I now realize that you can always find something on which to report. This workshop has really been the prompt that I needed to go out there and effectively do my work as a reporter" she further stated.

Vaughnique Toote, of the Broadcasting Corporation of the Bahamas, lauded the workshop for its emphasis on the sensitivities of HIV reporting and stated that it has made her more aware of "the challenges faced by persons living with HIV" as well as the fact that reporters need not focus on the negative aspects of the epidemic only.

"This experience has taught me which terms to use and which to stay clear of in my responsibility as a journalist reporting on HIV issues. I am excited to go home from this workshop and do my part in raising awareness of HIV by broadcasting stories that highlight the positive things being done by local organizations in response to HIV" she stated.

Carol Francis of the Jamaica News Network noted that the "workshop was timely because we tend to get bogged down by the everyday things and miss out on issues."

"It is not a "their" problem it is an "our" problem and workshops like this gives us the tools to focus our thinking in an effective way as journalists" she stated.

"This workshop was engaging and informative. I learned a lot and got good information that I would have had to search and research on my own. This information I got here saved valuable time and I feel focused going back to do my LIVE UP report. Apart from that the workshop was also fun which is always good!" stated Sasha Harrinanan of the Caribbean New Media Group in Trinidad.

Workshop presenters included representatives from CARE Barbados, the National HIV/AIDS Commission as well as the Ministry of Health. Participants not only got the opportunity to learn the technical aspects of producing HIV programming but also a sound understanding of the local and regional environment as it relates to the epidemic which should inform how they report on the subject. LIVE UP Hero Corey Lane was on hand to talk to the journalists about the importance of LIVING UP in a modern world of HIV as a youth in the region.

CBMP ANNUAL EXECUTIVE MEETING

	Dr. David McBean, Out-going Steering Committee Chair
	Dr. Jacob Gayle, Vice President of the Ford Foundation
	Dr. McBean passes the gavel to new Steering Committee Chair Ms. Corletha Ollivierre
	Reggae Superstar Tanya Stephens

It was in Ocho Rios, Jamaica at the beautiful Sunset Grande Resort that CBMP members got the opportunity to gather for the CBMP Annual Executive Meeting on August 12, 2009. Despite the relaxed atmosphere of the hotel in question, it was strictly business for the first part of the meeting as members were welcomed by Dr. Jacob Gayle, Vice President of the Ford Foundation, a CBMP supporting partner, who lauded the excellent work being done by the CBMP. Members were then taken on a journey of the year in review by out going Chair of the CBMP Steering Committee Dr. David McBean and given a taste of some of the events to come by the CBMP Executive Director Dr. Allyson Leacock.

Members were highlighted for their innovative work coming out of the Heroes Roadshow initiative with Ms. Angela Patterson accepting the CBMP Member of the Year Award 2009 for CTV in Jamaica. CTV was honoured for the special programming they produced following the Roadshow which creatively embedded LIVE UP messaging. In accepting the award, Ms. Patterson acknowledged the continued support of CTV for the LIVE UP Campaign.

This part of the proceedings also saw the ceremonial handing over of the gavel as Ms. Corletha Ollivierre, CEO of the National Broadcasting Corporation of St. Vincent and the Grenadines, was officially installed as the new Chair of the CBMP Steering Committee.

Members also got the opportunity to discuss the campaign in general and highlight some of the work that they are doing at their individual stations to embrace the tenants of LIVE UP. The results of the Annual Executive Survey were also discussed and some suggestions were made that more audience surveys be completed as well.

And with reviews of the last year, the previews of the coming year and all official installation of committee members complete, it was time to head over to the buffet for lunch and interaction with reggae superstar Tanya Stephens. As she effortlessly entertained the members with a myriad of her most popular, thought provoking tunes she also took time to engage them in conversation about how and why she chooses to LIVE UP.

As one member left the hall at the end of this session he noted "yes man! That was the perfect icing on the cake! Well done" – "Live Wire" agrees!

GET TESTED! - REGIONAL TESTING DAY 2009

	Dr. Edward Greene, Assistant Secretary General of CARICOM, being tested
	Hon. David Thompson Q.C, Prime Minister of Barbados
	Hon. Mia Mottley, Q.C., Leader of the Opposition

The CBMP, once again in collaboration with PANCAP and corporate partner Scotiabank, conducted Regional Testing Day 2009. This year 15 Caribbean territories participated which was a 100% increase over the 6 territories which participated last year. Since June 27th 2009 fell on a Saturday this year, it provided a unique opportunity to advance universal access to HIV prevention services in the Caribbean on two days. Therefore, in an effort to maximize impact and ensure access, testing was conducted on Friday June 26th at Scotiabank branches and then targeted strategic focused testing at varied locations was conducted on June 27th 2009.

In a move that demonstrated that HIV is a non-partisan issue both the Prime Minister and Leader of the Opposition in Barbados united to show their support of Regional Testing Day at the Barbados launch of the event.

The Hon. David Thompson, Prime Minister of Barbados stated that "The proverbial silver bullet for HIV does not exist and our best hope to curtail this epidemic is through prevention. HIV testing is regarded as a fundamental strategy in HIV prevention." Prime Minister Thompson went on to say that the Regional Testing Day initiative has the full support of the Barbados Government and noting that he "commends the Caribbean Broadcast Media Partnership on HIV/AIDS and the allied media houses that will make Regional Testing Day 2009 the success it must be."

Opposition Leader Mia Mottley said she was pleased to support this initiative and urged all to consider that "HIV/AIDS does not diminish one’s value as a person. Neither does it limit the realization of the potential that each individual was born with, unless you let it. Voluntary testing empowers you to make those choices that will enable you to live the quality of life that you deserve. Voluntary testing sends a clear and strong message that I am in charge of my life. I refuse to accept the role that may be assigned to me, but instead am a leader and fully responsible for my destiny."

"Live Wire" is pleased to report that at the end of Regional Testing Day 2009 a total of 5,214 persons was tested across the region showing an increase of 2,775 persons over last year’s figures. To show their support of Regional Testing Day, Dr. Edward Greene, The Assistant Secretary General of CARICOM, Reeta Bhatia, UNAIDS Country Coordinator for Barbados and The Eastern Caribbean, Jane Armstrong, Chief of Party for the Caribbean HIV & AIDS Alliance and Michelle Gyles-McDonnough, UNDP Regional Representative all supported the CBMP by giving remarks and participating in the testing.

Territories participating in Regional Testing Day 2009 were Antigua, Barbados, Belize, British Virgin Islands, Cayman Islands, Dominica, Grenada, Guyana, Haiti, Jamaica, St. Kitts, St. Lucia, St. Vincent and the Grenadines, Turks and Caicos, and US Virgin Islands.

Some territories received overwhelming response to the Testing Day namely Jamaica which tested a total of 1,664 persons. In addition, Barbados surpassed last year’s total of 1,005 and had 1,533 persons being tested this year. Of special mention is Belize who conducted rapid testing and the results were distributed on site.

LIVE UP ON THE RUNWAY

	Designing the Collection
	A Model showcasing Jewelry
	Marthas Smile Team

Forget the runways of Paris, the rooftop of the Jamaica Pegasus hotel was the place to be on October 25th, 2009 as the LIVE UP collection was showcased. The collection was presented in association with the Barbadian fashion company BoUiK, as part of the "Martha’s Smile" initiative. Donations from this project will be used to assist the children of Martha’s Home, a private home in Jamaica responsible for approximately 30 children affected and infected by HIV, which was destroyed by fire.

When "Live Wire" caught up with the CEO of BoUiK, Ms. Toni Thorne, she was more than willing to explain how a Barbados fashion company took on such a project.

"We see social responsibility as a vital aspect of modern business and BoUiK would like to repay the Jamaican society and community with the "Martha’s Smile" programme. Jamaica was responsible for a large amount of the exposure we received as a small company in the Caribbean fashion industry", she stated.

To launch this project, an all white collection by some of the Caribbean’s leading designers was taken to Jamaica so that the displaced children of Martha’s Home could create the LIVE UP line with fabric dyes and paint on a special art day. The children were encouraged to express what LIVE UP means to them through their art. These pieces were then showcased by some of Jamaica’s models at the runway event. Apart from BoUiK by Toni Thorne, other contributing designers included Cassandra Mottley, Fifth Element, Pat Blackman, Rojoe, Shakad, Sharon James, Simon Foster, 3rd Revolt and Wayne Smith of Barbados, along with Kumba of St. Lucia, Poshe and Kenea Linton of Jamaica, Sonia Noel of Guyana and Tamiko Browne of St. Vincent. The official jewellery designer for the event was Alfonso Mendoca of Colombia.

Thorne was quick to point out that her association with the CBMP and LIVE Up on this project is the kind of collaboration she hopes to continue on future projects.

"I was privileged to have the CBMP and LIVE UP on board for this project. LIVE UP is a very established brand throughout the region and people tend to take things a lot more seriously when they hear LIVE UP is involved. The CBMP has been very supportive of this venture and I must say the t-shirts they donated were a definite hit at the function where we had over 500 young people. I hope I can continue to work with the CBMP and LIVE UP in the future to find creative ways of tackling HIV issues especially in relation to young people like myself", she stated.