Presenters of the radio phone-in show

During the next two years, the partnership aims to captivate and educate audiences across Cambodia with the following programmes:

• Cambodia’s first-ever Medical TV Drama Series, Rous Cheat Chivit (Taste of Life), to run twice weekly on TV5 at 7:40PM from December 2004.
• A ground-breaking Youth Radio Call-In Show, Os Tos Mhong (Cool!), airing weekly on FM102 on Sunday mornings at 8AM from May 2004;
• An engaging Radio Call-in Show for Young Parents, First Steps to be aired weekly on RNK-918AM from October 2004;
• Two other Radio Call-in Shows, beginning January and March 2005 respectively, covering HIV/AIDS and Maternal and Children’s Health issues.
• 60 eye-catching TV Advertising Spots featuring such memorable new icons as Loak Chuoy (Mr. Condom) who teams up with action hero Jackie Chan to tackle HIV/AIDS. The spots are being broadcast daily on virtually all of Cambodia’s TV stations;
• 60 high quality Radio Spots and Jingles, some featuring the music and lyrics of top Cambodia composer Menh Sothyvann, aired daily on FM103, FM102, and across the country on RNK 918AM.

The launch of the Cambodia campaign is a landmark event in global HIV/AIDS prevention. With non-stop prime-time broadcasting over 25 months, it is one of the most ambitious media campaigns ever launched in the world, particularly in its determination to promote sustainable behavioural change through popular entertainment programming.

“We have made great progress in reducing HIV/AIDS prevalence in Cambodia, but new partners and fresh ideas are essential.   Dr. Mam Bun Heng, Secretary of State, Cambodia

The project is funded by the UK Government’s Department for International Development (DFID) under “Strengthening Cambodia’s Response to HIV/AIDS”, supported by Cambodia’s National AIDS Authority (NAA) together with a coalition of UN agencies and government ministries.

Dr. Mam Bun Heng, Secretary of State, Ministry of Health, Royal Government of Cambodia, has guided the project since its conception more than three years ago. He said "TV and radio are increasingly powerful tools for change. Together with the BBC, we look forward to making an even greater difference in the lives of the people of Cambodia.”

Ms. Elizabeth Smith, Health and Population Adviser at DFID Cambodia, oversees the campaign. She said ”The campaign launch is testament to Cambodia’s commitment to tackle both the HIV epidemic and to improve the health of mothers and children. It is also testament to excellent levels of collaboration between BBC WST and government, the media, civil society, communities as well as development partners.”

The Royal Government of Cambodia-BBC partnership will also aim to build capacity in mass-media health promotion and behavioural-change research on HIV/AIDS and maternal/child health issues.

In return for programming, production funds, training and workshops, project partners such as TV5, RNK, FM103, and FM102 have generously donated producer time, in-house technical facilities, and free airtime to the project.

“It’s a win-win situation for broadcasting organizations and, more importantly, for the cause of combating HIV/AIDS and promoting change in regard to gender equality, maternal and child health issues in Cambodia,” said Ms. Giselle Portenier, Head of Project for the BBC World Service Trust in Cambodia.