The GMAI creates a framework for sharing television and radio programming among media companies in order to increase public health messaging.
At the meeting, the Secretary-General asked the executives of 20 media corporations from 13 countries to pledge their companies’ commitment and resources to raising the level of public awareness and understanding about AIDS.
[citation needed] In December 2006, Bill Roedy handed over the chair of the GMAI Leadership Committee to Dali Mpofu, former CEO of the South African Broadcasting Corporation (SABC).
Campaigns include not only radio and television pieces, but a range of platforms like consumer product labeling, billboard advertising, and mobile phone messaging.
The article concluded that the most cost-effective way of reducing HIV transmission could be using mass media campaigns - reaching the greatest number of people using the lowest budget (Hogan, D.R., et al., 2005).