Partners: Chevron, Discovery Communications, Access Bank, the South African Department of Trade and Industry, SEACOM and the Joint United Nations Programme on HIV/AIDS (UNAIDS)
In 2010, PEPFAR entered into a partnership with the Discovery Channel’s Global Education Partnership (DCGEP), Chevron, Access Bank, the South African Department of Trade and Industry, SEACOM, and UNAIDS to develop a pan-African media initiative aimed at filling the gap in the public understanding of the science of the HIV virus. At the heart of the initiative is the feature film Inside Story. Inside Story is a fictional account of a rising Zambian soccer star who learns he is HIV positive. The film blends live-action with state-of-the-art animation from top Hollywood studios to take viewers into the body and explain the immune system, the impact of the virus, and the effect of antiretroviral therapies. To create this film, Discovery worked in partnership with clinical experts from NIH, PEPFAR staff and implementing partners in Southern Africa, African communities, and a global team of health and communications experts.
With numerous accolades from the press, a dozen festival appearances, and six awards (three for "Best Feature"), Inside Story continues to roll out through broadcast channels, reaching 150 million people globally. On September 2013, Inside Story also announced the digital release of the film on iTunes, Google Play, Amazon, Comcast, Verizon FIOS and other platforms. The worldwide free on demand launch happended on December 1st, 2013 in commemoration of World AIDS Day across SnagFilms.com and supported devices.
In addition to theatrical screenings, broadcast, and internet viewings, powerful grassroots distribution will be activated through a growing coalition of NGOs, schools, and governments. Facilitator training, facilitator guides, and DVDs will be used by community and PEPFAR implementing partners, public health organizations, and schools throughout Africa over several years reinforcing the film’s messages in both urban and rural communities.
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