Born HIV Free campaign announces 11 million views for "Baby in the Sky" creative film

Dear Writer and Blogger,

In our series of news related to the 6-month Born HIV Free campaign, we are delighted to send you a press release focussing on the specially created film "Baby in the Sky" created by Les Bonzoms for this campaign.

The film has attracted a great deal of attention through YouTube and other broadcasts, helping to make people aware about the campaign.

Thanks as ever for your support,

Brendan
Ogilvy Public Relations Worldwide France, Paris

“Baby in the sky”: a stunning new film made by Les Bonzoms specially for the Born HIV Free campaign attracts more than 11 million viewers on dedicated YouTube channel

Geneva, 6 July 2010 – The YouTube channel dedicated to The Global Fund’s Born HIV Free campaign which was launched seven weeks ago, has already been seen by more than 11 million viewers. The channel features an exceptional animation film called “Baby in the Sky”, created by the design team Les Bonzoms and with music of Amy Winehouse. Euronews, the international news channel, joins the campaign by also featuring the video until October.

“The purpose of the Born HIV Free campaign is to encourage millions of people to support The Global Fund so we can finally put an end to the tragedy of 430,000 babies being born HIV-positive every year, when we have the means and the expertise to prevent this.” says Carla Bruni-Sarkozy, Global Ambassador for the protection of mothers and children against AIDS. “Hopefully this beautiful film will reach a wide audience because of its creative ingenuity, and inspire millions of people to support The Global Fund so we can finally put an end to this terrible injustice.”

“Baby in the Sky” is a highly creative and imaginative animated film that conveys the beauty of life ahead for an unborn child. The film artistically portrays an imaginary journey in a world full of adventurous landscapes and fantastic creatures. It ends with a call from Carla Bruni-Sarkozy for an HIV-free generation in which she says “Life is a beautiful journey. Don’t let AIDS kill it.”

The film owes its powerful soundtrack to multi-award winning and singer/songwriter artist Amy Winehouse, who offered the pro-bono use of her “Back to Black” song for the film.

“It was a question of finding a true resonance with the images in the film created by Bonzoms”, says musician / producer Julien Civange, who conceived the Born HIV Free campaign, about the use of Winehouse’s music. “We wanted to find a piece that was modern but also well known, something that carried the same sensibility as the film. The magic came with the soundtrack by Amy Winehouse, an artist that Carla considers one of the greatest and most talented of her generation and who was generous enough to participate in the campaign.”

The animation can be viewed on the Born HIV Free YouTube channel and will also be distributed through various social and mass media platforms during the course of the campaign.

Since June 20, Euronews, the international news channel, has been broadcasting “Baby in the Sky” on its network in 155 countries. The film is shown in 90-second slots an average of three times a day for the first month and then once a day thereafter. Broadcasting of the film will continue until 5 October 2010.

"All of us at Euronews are very proud to be associated with this initiative, which is supported by an incredible positive animated film" said Philippe Cayla, Chairman of the Executive Board of Euronews. "We are glad to open Euronews' influential and far-reaching network to such professionals and experts fighting to eradicate HIV transmission during pregnancy. We are mobilized to make a success of this campaign and we strongly believe that Euronews' viewers will be deeply moved and will want to participate in the Born HIV Free campaign," Mr Cayla added.

CNBC has also been broadcasting the video on its network in Europe, Middle East and Africa since the launch of the campaign.

Speaking about the distinctive nature of the “Baby in the Sky” project, Jack-Antoine Charlot, a designer from Les Bonzoms said: “It was necessary to stop playing with the notion of guilt as an incentive for people to act and instead to reinforce a sense of wanting to share and take part in something. In the case of mother-to-child HIV transmission, the medications already exist to stop it. The problem is one of mobilization.”

After the film, viewers are invited to show their support by signing their name on the campaign’s “virtual wall of support”, on the www.bornhivfree.org website. The campaign asks people - by the simple act of clicking a button - to register their support for the work of The Global Fund and for the elimination of mother to child transmission of HIV by 2015.

Watch the videos on: www.youtube.com/bornhivfree

NHS clinical informatics best practice marketplace 25th March 2010 Waterside, Watershed, Bristol

An opportunity to share innovations and experiences in the field of clinical informatics that can make a real difference to patient care.

25th March 2010 - Waterside, Watershed, Bristol

A collaboration between:

UK Faculty of Health Informatics and Bristol Royal Children’s Hospital -
(the latter - part of Bristol University Hospitals NHS Foundation Trust)

Dear Colleague,

We would like to invite you to participate in an innovative new meeting which aims to bring together clinicians and social care staff from various backgrounds, who are involved with real world informatics solutions.

Many of the themes that we will be covering at our first market place are focusing on sharing informatics solutions that have already made and can make huge differences to patient safety and the overall quality of care.

The 6 main areas that we plan to cover on 25th March we hope are of huge interest, potential and at times frustration for NHS and Social Care staff, patients and carers. These are:

1. E-prescribing with decision support in secondary care

2. Clinical incident reporting systems and clinical audit tools

3. The development and use of community based information systems spanning across mental health, long term conditions and social care

4. Telecare and the use of teleconferencing in patient care

5. Clinical portals, patient portals and the use of clinical dashboards

6. Medical simulation and its use in clinical learning and development

The features of the proposed market place are very distinct from existing conferences and trade exhibitions in that it will be:

• Clinically focused – the issues that we are trying to find solutions to and share lessons learned from are led from a clinical viewpoint rather than a technical or sales perspective. There will be suppliers present but they will all have been invited along by Health or Social Care service provider.
• Focused on real experience of what already works – too often NHS staff have felt frustrated by suppliers promoting technical developments that haven’t actually yet been deployed in UK health and care settings. This market place is designed to share what has already been tried and tested in different parts of the NHS and Social Care from across the UK from a clinical/service perspective.
• Free of charge – the event is funded by the UK Faculty of Health Informatics and has been organised in partnership with Clinicians from Bristol Royal Children’s Hospital and academics from the University of the West of England. The personal details used when registering will not be shared with any other suppliers i.e. no follow-up sales calls or invitations to demonstrations
• Provide access to established Communities of Practice – if you want to progress ideas or issues more you will be able to sign up for free membership of an on-line community based on the Department of Health’s Informatics Directorate’s eSpace platform as well as other groups in order to keep in touch with other people that you have met on the day.

Format and structure:

Although the market place will be open all day from 9.30am until 5pm, unless you are a presenter or exhibitor you only need to attend when you wish to or are free to.

Short presentations on each of the 6 main themes will take place throughout the day from 10am until 4pm in a separate auditorium adjacent to the market place. You can attend as many of these interactive presentations as you wish.

We will have a limited number (around 16) stands for participants and their associated suppliers to demonstrate their solutions

The event is designed for staff working in Medical, Nursing, Pharmacy, AHP, Social Care, Informatics, Senior Management, Communications or Education and Training roles.

Support for back-fill and travel costs will be available to NHS and Social Care staff who exhibit a solution and/or share their experiences at one of the plenary sessions.

Organisation and next steps:

The event has been organised by 5 members of the UK Faculty of Health Informatics, including:

Bruce Elliott – Co-ordinator of the UK Faculty of HI/ Programme Manager – DH Informatics Policy & Planning, Tel: 0778 6705 955 bruceelliott at nhs.net

If you would like to share your experiences at the event please contact leon.rushworth at nhs.net by Friday 29th January 2010.

You can book your place at the event by registering at:
http://www.connectingforhealth.nhs.uk/events/2538

We hope that it is of real interest to you.

Kind regards

Bruce Elliott

The UK Faculty of Health Informatics purpose is:
To stimulate the uptake and application of Informatics research and development within UK Health and Social Care services in order to improve the quality of care for all.
This is done through providing opportunities for anyone with a passion for applying their Informatics knowledge and experience in practice to participate in:

• an engaging on-line discussion forum
• vibrant face to face events and meetings
• writing relevant and stimulating reports and papers
• sharing their own research findings

Membership and attendance at all Faculty events is free of charge.
To apply for membership go to:

http://www.espace.connectingforhealth.nhs.uk/community/nhs-faculty-HI

Watch this caring space: Workshop - Robots 4 independence

The KT-EQUAL initiative has another event scheduled for later this month, another workshop on the application of technology to improve the quality of life of older people and their carers. Please find the call copied below. The workshop I attended in September and reported on here was very enjoyable and a great source of information and inspiration.

The topic for the 24th November paradoxically sends me back to The Which Computer Shows at the NEC in Birmingham which I used to attend with my father. In the late 80s and 90s the pace of change was clear to see. The topic for the 24th November is Robots and of course they are already everywhere, but the combination of:

• demographic change - ageing population(s)
• hence need to focus the skills and knowledge of the care workforce
  
• emerging and refinement of safety and quality standards
• design and innovation
  
• the rise of 'single households'
• mobile comms and ubiquitous computing
• the expectations of the baby-boomer generation (and those who follow!)
  
• lessons learned through early telecare(?)
• and much more besides

- means that change isn't just on the cards, it's in neural nets, speech synthesis and the programme for this event. So as they say watch this space - it will change and move! Here is a marvellous opportunity to find out what is really happening in this field ....

---

Robots supporting personal independence and rehabilitation

This workshop organised with the University of Hertfordshire will present and discuss the role of technology in the rehabilitation of older people and children, including some of the latest developments in the use of 'robotic' technologies. The perspectives of research scientists, clinicians and users will be explored through presentations, videos and breakout sessions.

Hosted by: University of Hertfordshire

Sponsored by: KT-EQUAL

Event organisers:
Dr Farshid Amirabdollahian, University of Hertfordshire
Professor Kerstin Dautenhahn, University of Hertfordshire
Professor Gail Mountain, KT-EQUAL Director
Verity Smith KT-EQUAL Coordinator

Date: 24 November 2009

Venue: The Comet Hotel (Ramada Hatfield Hotel)
St. Albans Road West
Hatfield, AL10 9RH
Hertfordshire
United Kingdom

This workshop aims to stimulate debate among key stakeholders regarding the nature of assistive technologies developed using the latest developments in robotic technologies.

It will include presentations from experts working across the spectrum of development, from basic technology to neuroscience.

The workshop will be of interest to a wide range of practitioners and policy makers, health and social care practitioners, employers, charitable and government bodies concerned with the needs of older and disabled people, as well as researchers and academics from engineering, biological, social science, medical and health care disciplines especially those who are interested in looking forward to a time when radically new technologies will be available. Older people are especially welcome at this workshop.

There is no charge for attendance just an enthusiasm and interest in extending the quality of life through informed user-focused research and its application. Registration is essential. To book a place, please refer to the registration page.

Additional links:
UK Network for Rehabilitation & Assistive Robotics
http://rehabilitationrobotics.net/cms/?q=node/79

P.S. Be safe today-tonight!

Death in Birth By Vivienne Walt/Freetown Thursday, Sep. 18, 2008

An excerpt from an article in TIME magazine is posted below by Patti Abbott, Co-Director of the PAHO/WHO Collaborating Center for Nursing Knowledge, Information Management and Sharing (KIMS), Johns Hopkins University School of Nursing.

The entire article can be found at: http://www.time.com/time/magazine/article/0,9171,1842278,00.html

“In a hospital ward in Freetown, the capital of Sierra Leone, Fatmata Conteh, 26, lay on a bed, having just given birth to her second child. She had started bleeding from a tear in her cervix, the blood forming a pool on the floor below. Two doctors ran in and stitched her up, relatives found blood supplies, and nurses struggled to connect a generator to the oxygen tank. One nurse jammed an intravenous needle into Conteh's arm, while another hooked a bag of blood to a rusted stand, and a third slapped an oxygen mask over her face. In the corner of the room, a tiny baby--3 hours old--lay on a bed, wailing, swaddled in bright-colored African fabric. "Listen! You must feel happy to hear your baby cry," said a nurse, pleading with Conteh to find strength. Three visiting members of a neighborhood church began chanting over Conteh: "Jesus, put blood into this woman! Thank you, Lord!" But as their chants grew louder, the nurses stepped back from the bed. Conteh was dead.

Some version of that scene is repeated around the world about once a minute. Death in childbirth is not just something you find in a Victorian novel. Every year, about 536,000 women die giving birth. In some poor nations, dying in childbirth is so common that almost everyone has known a victim. Take Sierra Leone, a West African nation with just 6.3 million people: women there have a 1 in 8 chance of dying in childbirth during their lifetime. The same miserable odds apply in Afghanistan. In the U.S., by contrast, the lifetime chance that a woman will die in childbirth is about 1 in 4,800; in Britain, 1 in 8,200; and in Sweden, 1 in 17,400. Deaths are heavily weighted to the poorest and most isolated in each country, which means that many politicians remain largely ignorant of the scale of the tragedy. "Often the people in the cities do not know what is happening in their own rural areas," says Sarah Brown, wife of British Prime Minister Gordon Brown and patron of the White Ribbon Alliance, a global advocacy organization that works with governments to lower maternal mortality rates. Brown--who lost a baby 10 days after giving birth in 2001--says that when she tells heads of state and their spouses how many women die in childbirth, "they are aghast."

The Gains Not Made
They have reason to be. For here is the truly ghastly reality of maternal mortality: in 20 years--two decades that have seen spectacular medical breakthroughs--the ratio of maternal deaths to babies born has barely budged in poor countries. To be sure, maternal health has seen advances, with new drugs to treat deadly postpartum bleeding and pregnancy-related anemia. But in many places, such gains are dwarfed by a multitude of problems: scattershot care, low pay for health workers and a scarcity of midwives and doctors. In Mozambique, where women have a 1 in 45 lifetime chance of dying in childbirth, there are just 3 doctors per 100,000 people; in all of Sierra Leone, there are 64 government doctors, only five of whom are gynecologists. Millions of families have never seen a doctor or nurse and give birth at home with traditional birthing helpers, while those who make it to a clinic--some being carried on bicycles or in hammocks--often find patchy electricity, dirty water and few drugs or nurses. Explaining the task of reducing maternal deaths, Sierra Leone's Minister of Health, Saccoh Alex Kabia, who returned home last year after decades of working as a surgeon in Atlanta, says, "The whole health sector is in a shambles."

The article goes on to say:

“When world leaders gather in New York City this month to take stock of the MDGS, their speeches are likely to tout the many achievements since 2000: millions more African children now attend school and sleep under mosquito nets; thousands of new water wells have been dug. Yet though maternal health care underpins many other development goals (healthy mothers are more likely to ensure that their children are well fed and educated), the total number of women dying in childbirth has remained virtually unchanged in eight years. Why? Health officials are clear in their answers. Aside from lack of money and political will, they also face entrenched traditions and fatalistic attitudes to maternal mortality, especially in very poor communities. "People think that dying in childbirth is not preventable," says Nadira Hayat, Afghanistan's Deputy Minister of Health. "They say it is up to God."

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

I think they need knowledge, a nurse, a midwife.

Patti
Patricia A. Abbott, PhD, RN, FAAN
Co-Director of the PAHO/WHO Collaborating Center for Nursing Knowledge, Information Management and Sharing (KIMS), Johns Hopkins University School of Nursing
___________________
Visit web site:
http://my.ibpinitiative.org/GANM/NMmakingpregnancysafer/

My source: posted by Jody Lori: [Nursing and Midwifery for Making Pregnancy Safer: Discussion] link to article in Time Magazine.

Additional links:

http://www.unicef.org/infobycountry/sierraleone.html

http://www.unicef.org/infobycountry/sierraleone_statistics.html