Global companies, US launch partnership for an HIV-Free generation

In a new partnership coordinated by the U.S. Government through the U.S. President’s Emergency Plan for AIDS Relief (PEPFAR), leaders from the private sector are joining forces with the public sector and non-governmental organizations to revolutionize HIV prevention for youth through the Partnership for an HIV-Free Generation (HIV-Free Generation).
“A key challenge in the fight against global AIDS is the ongoing need for innovation in HIV prevention. Over 7,000 people a day are newly infected with HIV worldwide,” said Ambassador Mark Dybul, U.S. Global AIDS Coordinator.
“The Partnership for an HIV-Free Generation brings together an unprecedented coalition to address HIV prevention for youth. Initially in Kenya, this alliance combines PEPFAR’s technical and programmatic capacity with the expertise of the private sector in messaging, branding, new technologies, and real-time market research to promote and maintain behavior change.”
PEPFAR has engaged with the following industry leaders from the private sector and well-established non-governmental organizations to comprehensively address youth prevention: Accenture, The Africa Media Broadcast Partnerships Against HIV/AIDS/ Global Media AIDS Initiative, APCO Worldwide, The Coca-Cola Africa Foundation, The Draper Richards Foundation, Girl Scouts of the USA, Grassroot Soccer, The Global Business Coalition, Hasbro, Intel, Junior Achievement, AmericaShare/Micato Safaris, Microsoft, Mitchell Silberberg & Knupp LLP, The MTV Staying Alive Foundation, Nike Foundation, Rotarians for Fighting AIDS, TechnoServe, and Warner Bros.
Advanced Media Services Inc. Youth are particularly vulnerable to HIV infection because they lack information, education, and skills; generally have a low perception of risk; and lack access to, and utilization of, health care services.
Young women and girls are extremely vulnerable to infection due to biological and social vulnerabilities, such as having older partners, the inability to negotiate condom use, sexual violence, and other psychosocial and cultural factors.
HIV-Free Generation will combine current evidence-based HIV prevention approaches with the private sector’s 21st century capabilities to promote and maintain healthy behaviors among 10-24 year old youth.