14 August, 2012 16:37

Extreme sports and safe sex in Crimea are on movie screens of Ukraine

On August 10, 2012 social videos created to educate audiences about special sports and educational programs of the Elena Pinchuk ANTIAIDS foundation Safe Games appeared on the screens of the largest Ukrainian cinema chain “Multiplex". This program is dedicated to the prevention of AIDS and discussion of safe sex practices and will be held at the largest sports and music festival in Eastern Europe, the Z-Games Kazantip-2012, as a part of an innovative social project known as “Safe Connection”.
Extreme sports and safe sex in Crimea are on movie screens of Ukraine / Elena Pinchuk Foundation

Partnership of the Foundation with "Multiplex" and the agency "Super 8", that places advertising in all cinemas of the chain, will not be limited to the promotional campaign of the Safe Games. In the long term it will be focused on the promotion of safe behavior among Ukrainian youth and the prevention of the spread of HIV/AIDS in Ukraine. Demonstration of social video clips to large audiences before the sessions will remind moviegoers about the importance of taking care of their own health and the health their partner, in hopes of saving the lives of thousands of young people.

Cinemas that are the part of the "Multiplex" chain have supported social initiatives of the Elena Pinchuk ANTIAIDS Foundation in the past. In 2008, a film version of the grand concert of Queen + Paul Rodgers – "Life Must Go On!" that took place on September 12, 2008 in Kharkiv was shown at the Cinema "Blockbuster" for the first time in Ukraine.

"Super 8" Cinema Advertising – a media agency that provides effective advertising in cinemas of Ukraine. In its work the agency uses all variations of this platform by providing a flexible scheme of ad placement, focusing on specific campaign tasks. An important advantage of "Super 8" Cinema Advertising is the exclusive right to advertise in the largest cinema chains in the Ukraine “Multiplex". This fact allows organizations to plan and conduct media campaigns at a national level.

Company "Multiplex-Holding" (a chain of multiplex cinemas) was founded in 2004 and today has a leading position in the market, owning 17% of it. Annually 3.6 million people visit "Multiplex" cinemas. During a single month 9,900 film sessions are held in comfortable and spacious halls. The company currently operates 11 multiplex cinemas (55 screens) in the cities of Kiev, Donetsk, Krivoy Rog, Nikolaev, Cherkassy, Rivne, Khmelnytsky and Zhitomir. All cinemas, with the exception of two screen cinemas in Rivne and Cherkasy, are located in large shopping malls. One of the halls of every cinema is equipped with a digital projector.

Safe Connection is a unique information resource about HIV/AIDS and safe sex, created in social networks (primarily – Facebook and in VKontakte) by the Elena Pinchuk ANTIAIDS Foundation with support of the Coca-Cola Foundation.

This resource was created for socially and sexually active young people to be able to find in one place, easy and understandable materials dedicated to HIV/AIDS education and safe sex.  The resource enables users to discuss the most successful social media campaigns and offer their creative ideas while making new friends, as well as finding supporters and detractors and frankly discuss disturbing problems. Safe Connection provides an opportunity to radically change attitudes about the HIV/AIDS epidemic, as well as make your own contribution to the fight against AIDS by protecting yourself and your loved ones.

Web site of the project — safeconnection.org.

Contacts for Mass Media:

Ksenia Chigarkina, Director of the agency "Super 8" Cinema Advertising, ksenia.chigarkina@super8.com.ua.

Pavel Piminov, Communications Director of the Elena Pinchuk ANTIAIDS Foundation, +380 44 490 4805, P.Piminov@antiaids.org.
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