Music Video for the youth

Johns Hopkins Universitys Center for Communication Programs (JHU CCP) has produced this music video for young people with the National AIDS Control Organization (NACO) of India. JHU CCP has been working for the last 20 plus years in over 25 countries designing and launching programs and communication campaigns on various health issues. In India, JHU CCP has been working in the field of HIV/AIDS communication, maternal and child health issues for over 10 years. We have developed innovative multi-media campaigns for young people which includes TV and radio content, on ground activities and interactive media such as games. Music Video for the youth Why are we communicating? The HIV/AIDS scenario in the country is a challenge, especially given the vulnerabilities of the youth 1/3rd of all infections are in the age group of 15-24. HIV/AIDS is not just a health concern - it has the potential to destroy the social fabric and adversely affect the countrys growth. This rise in cases among the youth can stall the growth story of India which the world is acknowledging. Prevention is the key to contain the epidemic. There is a need to create an environment which will unite the youth to safeguard themselves against HIV/ AIDS. What do we expect the communication to do? Music has the power to transcend different socio-economic groups and connect with them. The proposed music video would make young people think about their lives, their loved ones and bring a sense of responsibility and pride in taking care of themselves and their loved ones. Bring out the message of HIV prevention through responsible behavior. Whose behavior are we trying to affect? Predominantly youth all across the country but the video also appeals to other age groups. What is the one thing we want people to take away? HIV is a threat to the aspirations of young people and we must stay informed and adopt responsible behavior to protect ourselves and our near and dear ones. Why a music video? The power of a theme song as a rallying point cant be over-emphasized. It can strike an instant chord with the audience and spur it into action. And there is evidence to that effect. The song and music is youthful, memorable and hummable. What is the overall message? Youth today have the power to change the world around them, the youth believes in him/herself, knows his/her responsibilities; this theme song will symbolize this essence of youth.

» View the original video «

YouTube | December 1, 2008

Tags:. .socioeconomic. .safeguard. .transcend. .ccp. .maternal