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November 17, 2011
- 4,700 people participate in “Public Viewing in Tanzania” -
Specifically, Sony provided a high-definition (HD) video projector boasting a 7,000 lumen brightness, 150-inch screen, and professional switchers that are easy to carry and operate, to show movies and music videos, along with educational content, to the public at outdoor sites. Combining Sony entertainment content with educational footage and lectures about the prevention of HIV, Sony and its partners produced a diverse program that exceeded expectations on all fronts. Among the 4,700 participants, 2,482 people took the HIV test, far beyond event forecasts. In addition, the inclusion of entertainment content helped attract the younger generations to whom AMREF’s education programs are primarily targeted.
“Early receipt of proper HIV testing and counselling is not only vital for preventing infections, but is also effective for preventing the spread of diseases,” said Christoph Benn, Director of External Relations and Partnerships, the Global Fund. “We were glad to have had this opportunity to work with Sony on this important endeavour, and are hoping for prompt execution of the same sort of program in other countries (outside Tanzania), with assistance from the Global Fund.”
Shiro Kambe, Corporate Executive and Senior Vice President of Corporate Communications and CSR, Sony Corporation, said, "Sony is continuing its ongoing efforts to contribute to the Millennium Development Goals (MDGs). Participation in the ‘Public Viewing in Tanzania’ program, which we launched in collaboration with the Global Fund and AMREF, exceeded our expectations, and we are confident that the program has made a lasting contribution to education in Tanzania on the important issue of disease prevention. Sony plans to conduct similar programs in various countries and regions, to lay the foundations for local people to operate such programs independently, and contribute to capacity building in local communities in the future. Going forward, Sony will maintain its unwavering commitment to fulfilling its corporate social responsibility, and continue to support various activities to address social issues around the world.”
Sony donated the audio visual equipment used in the program to AMREF upon the completion of the project so that AMREF may use it at similar events in the future aimed at the prevention of HIV and other infectious diseases. In addition, Sony's technical team trained members of AMREF staff on how to operate the equipment.
In advance of the program, Sony recruited student interns in Japan for the first time in its CSR project history. Two student interns were selected to travel to Tanzania as part of the project team, providing on-site support and engaging in work such as planning the show schedule, installing and removing equipment, and documenting the events on video. In light of the growing importance of emerging markets in Sony’s business, Sony also invited three young employees to take part in the project to enable them to acquire hands-on experience in both urban and rural parts of Tanzania.
<Sony’s audio visual equipments used for public viewing>
<Movie content from Sony Pictures Entertainment>
The prevention of the spread of diseases such as HIV/AIDS and malaria is one of the mutual goals supported by the global community. It is also one of the eight Millennium Development Goals (MDGs) adopted in the U.N. Millennium Declaration at the U.N. Millennium Summit in 2000. Sub-Saharan Africa has among the most serious levels of HIV virus infection in the entire world. HIV prevalence in Tanzania is 5.2 percent (source: 2009 UNAIDS).
From November 1-14, 2011, Sony Corporation (“Sony”) implemented a CSR initiative at six sites across four regions of the United Republic of Tanzania to help support the prevention of HIV and AIDS. The project, called “Public Viewing in Tanzania,” was organized in collaboration with the Global Fund to Fight AIDS, Tuberculosis and Malaria (“Global Fund”) and the African Medical and Research Foundation (“AMREF”). Utilizing its audio-visual equipment and motion picture and music content, Sony helped attract more than 4,700 people in total, across the six sites.