Sony helps support the prevention of HIV and AIDS in Africa

Specifically, Sony provided a high-definition (HD) video projector boasting a 7,000 lumen brightness, 150-inch screen, and professional switchers that are easy to carry and operate, to show movies and music videos, along with educational content, to the public at outdoor sites. Combining Sony entertainment content with educational footage and lectures about the prevention of HIV, Sony and its partners produced a diverse program that exceeded expectations on all fronts.

Among the 4,700 participants, 2,482 people took the HIV test, far beyond event forecasts. In addition, the inclusion of entertainment content helped attract the younger generations to whom AMREF’s education programs are primarily targeted.

Shiro Kambe, Corporate Executive and Senior Vice President of Corporate Communications and CSR, Sony Corporation, said, "Sony is continuing its ongoing efforts to contribute to the Millennium Development Goals (MDGs). Participation in the ‘Public Viewing in Tanzania’ program, which we launched in collaboration with the Global Fund and AMREF, exceeded our expectations, and we are confident that the program has made a lasting contribution to education in Tanzania on the important issue of disease prevention. Sony plans to conduct similar programs in various countries and regions, to lay the foundations for local people to operate such programs independently, and contribute to capacity building in local communities in the future. Going forward, Sony will maintain its unwavering commitment to fulfilling its corporate social responsibility, and continue to support various activities to address social issues around the world.”

Sony donated the audio visual equipment used in the program to AMREF upon the completion of the project so that AMREF may use it at similar events in the future aimed at the prevention of HIV and other infectious diseases. In addition, Sony’s technical team trained members of AMREF staff on how to operate the equipment.

In advance of the program, Sony recruited student interns in Japan for the first time in its CSR project history. Two student interns were selected to travel to Tanzania as part of the project team, providing on-site support and engaging in work such as planning the show schedule, installing and removing equipment, and documenting the events on video. In light of the growing importance of emerging markets in Sony’s business, Sony also invited three young employees to take part in the project to enable them to acquire hands-on experience in both urban and rural parts of Tanzania.