23 May, 2007 16:39

Ukraine is on the edge!

In May, 2007 Elena Pinchuk ANTIAIDS Foundation launched the new scale informative and educational program “On The Edge” on national TV channels. This campaign is an attempt to say every Ukrainian that he is able to stop the epidemic carrying about own safety and protection. In the context of this campaign world-famous composer and singer Sir Elton John gave the free charitable concert on June, 16 in Kiev. The concert took place on Maidan Nezalejnosty and broadcasted live on the “New Channel”. Over 200 000 people came out to see the grandiose show that day.
Ukraine is on the edge! / Elena Pinchuk Foundation
Author: Yuri Grymov | Elena Pinchuk ANTIAIDS Foundation

“New Channel” audience also drew great attention to Elton John concert - during the live broadcast the audience share run up to 20%. That was the record for the channel. It means as the curtain fell the amount of TV viewers run up to 5 millions.

Before and during the concert 220 volunteers, mainly students, disseminated 60 thousands flayers about HIV/AIDS, 150 thousands flayers with the information about testing and counseling centers, provided by Kiev AIDS Center, and 49 thousands condoms, provided by TM DUREX.  Along with volunteers number of Ukrainian celebrities agreed to participate in condoms distribution.

The new project of Elton John AIDS Foundation is launching in the nearest future under support of Elena Pinchuk ANTIAIDS Foundation. 2,5 million dollars pledged for this project by the ANTIAIDS Foundation will be spent for the programs to help Ukrainian HIV-infected children, and first of all to the orphans.

Media: national TV channels - ICTV, Novy, STB, M1.

Target audience: general population at the age of 14-45 years.

Versions of the PSA's: 30''.

BTL: action during the Elton John concert.

Video

Юрий Грымов | Фонд Елены Пинчук «АНТИСПИД»
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