CHINA: China fights against the taboo as it launches the first nationwide multi-media safe sex campaign

Record ID: 335099

  • Title: CHINA: China fights against the taboo as it launches the first nationwide multi-media safe sex campaign
  • Date: 10th December 2007
  • Summary: (L!2) BEIJING, CHINA (DECEMBER 6, 2007) (REUTERS) AUDIENCE WATCHING THE VIDEO AT PRESS CONFERENCE
  • Embargoed: 25th December 2007 12:00
  • Keywords:
  • Location: China
  • Country: China
  • Topics: Health,Lifestyle
  • Reuters ID: LVA9B2AVY2K2399Z9F4U9882R3ZM
  • Story Text: Actors Jackie Chan and Pu Cunxin and folk song singer Peng Liyuan are talking about sex. In particular, safe sex using condoms.
    The three celebrities are the faces for China's first major broadcast campaign for safe sex. "The Life is Too Good" campaign is part of a push to prevent the spread of HIV/AIDS.
    Around 700,000 people in China are believed to be infected with HIV/AIDS. Those groups the campaign is targetting are also the groups most difficult to reach such as the migrant worker population and those working in the sex trade.

    "China has a floating population of several hundred million, people separated for long periods of time from their partners. How do we teach them about protective sex, especially the young couples? I think that our announcements will make people think, more and more will get the message, if we work hard to broadcast it, they will benefit" said Pu Cunxin, the actor in one of the video.
    Talking about sex and HIV/AIDS are still a taboo amongst many groups of people in China, Pu Cunxin added his hopes that these announcements from celebrity role models would break through that taboo.
    Since many members of the high risk groups seldom watch television, the campaigners have harnessed new media such as websites; announcements on public transportation like trains, buses and planes; and on state television.
    Permission to broadcast on state television channels is another small victory, says Ruby Yang, Oscar winning director for her documentary 'The Blood of Yingzhou District'. That documentary told the story of children orphaned as their AIDS infected parents died from the disease, she agreed to continue to fight for AIDS awareness by directing these announcements.

    "Also this year they are pushing through to young people, sexual transmission to young people, so it's in line with the policy and also this year they are pushing, they can talk about, on CCTV they can talk about condom and sexual transmission so its, I would say, a mini breakthrough to show this series of PSA on CCTV," said Yang.
    A previous attempt in 1999 to promote condom use on television was pulled after government worries that it might promote promiscuity.
    This campaign uses all possible forms of media, old and new to deliver its message. Growing awareness of AIDS and protective sex will help to counter the discrimination against sufferers. The Chinese government has already adopted a proactive approach to slowing down the spread of the epidemic and permitting campaigns such as this one is a sign of the change in attitude.
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