MediaMedia Partnerships Partnerships Spur Spur Millions to Act YOU NEED HER HELP THE CRITICAL ROLE EMPLOYEES CAN PLAY IN YOUR HEALTH INITIATIVES + FIVE STEPS TO PERFORMANCE MEASUREMENT IMPACT INITIATIVE TAKES OFF IN KENYA WINTER 2009 www.gbcimpact.org 2009 COALITION ROUNDTABLES AND CONFERENCE: TURNING KNOWLEDGE INTO ACTION Heineken is committed to combat HIV/AIDS through our comprehensive treatment programmes, which are based on: Non-discrimination Prevention Family involvement Treatment Care CONTENTS FEATURES 26 26 2009 Roundtable and Conference Calendar Roundtables with actionable outcomes and Coalition Connections Teleconferences are key to GBC members’ networking and program development. This calendar will aid member planning for the year ahead. 15 Health at Home/Kenya The GBC collective action initiative is taking HIV testing door-to-door, reaching up to two million Kenyans with a sustainable health model. 20 She Already Works for You Employees can play a role in any workplace health program, reports Bao Ong. Finding the right ways to engage and activate them is critical to success. 33 Taking on TB If your company is already fighting HIV/AIDS, finds Joan R. Magee, taking on tuberculosis is a low-cost, high-return next step. 38 The Power of the Messengers David Stearns explores how cross- platform media partnerships are driving behavior change and saving more lives than ever before. 44 Collective Supply Chain Action Industry-wide coordination through collaborative planning sessions is changing the way business takes on health in the supply chain, reports Jed Levine. PHOTOS BY CHARLES BEST 2 BUSINESS ACTION WINTER 2009 DEPARTMENTS CONTENTS 07 In Brief: Ideas & Action A roundup of the latest ideas, actions and news in the global business fight against HIV/AIDS, TB, and malaria. 07 Tedstrom is New GBC CEO Holbrooke Heads to Obama Post 08 GBC Russia Campaign Mobilizes 30M CHAMP Reaches 670M Chinese 09 GBC Wins Emmy for Testing Ad 20 Business to Raise $100M for Malaria 10 CEOs Pledge to End HIV 15 Discrimination 12 Tedstrom Talks GBC with Obama GBC Event Spurs BD Collaboration Coalition Launches Online Workspace 13 Survey Identifies Business Priorities 14 New Malaria Management Guide GBC Partnership Saves 3,000 Children PHOTO BY JEFF MUGENDI We thank Heineken, a longstanding leader in the business fight against HIV/AIDS, for making this issue of Business Action possible. Their financial support has been generous, and we are delighted to bring attention to their best practice workplace program and trailblazing work in engaging the supply chain on HIV/AIDS. We extend our warmest thanks to Heineken, this issue’s exclusive sponsor. John Tedstrom President and CEO WINTER 2009 BUSINESS ACTION 3 61 Business Action Fundamentals A basic guide to measuring performance and communicating impact: Find out where your money CONTENTS is effective and where it’s not—then focus on what works. 05 Business Action Index A numerical rundown of the actions and impact of the Coalition, our members and our partners. 50 Partner Perspective Michael Macdonald of the President’s Malaria Initiative talks 33 cost-sharing and cross-sector PHOTO BY BRENT STIRTON/COURTESY OF GETTY IMAGES collective action. 55 Outlook: Strengthening 38 Health Systems Why improving government-run healthcare systems is critical to the sustainability of business action and how companies can help. 55 Books Business Action talks to outspoken author Elizabeth Pisani about how the private sector can better target high-risk groups. 56 Faces 200151558-001/YANN LAYMA/COURTESY OF GETTY IMAGES Coalition members celebrated the best in business action at GBC’s annual awards dinner and oil and 44 gas companies created an action plan for the supply chain. 58 GBC’s Board of Directors, Corporate Advisory Board, and Member List Web-only content available at Wwww.gbcimpact.org/businessaction BC1837-001/JAMES NELSON/COURTESY OF GETTY IMAGES 4 BUSINESS ACTION WINTER 2009 BUSINESS ACTION INDEX Number of public service announcements produced for television by the Coalition’s 19 Russian Media Partnership (RMP) Total value of TV time leveraged by $37.8 million RMP partners to air the public service 73 announcements Percentage of Russians Estimated number of Russians who said they didn’t who took action to protect them- know enough about HIV 30,000,000 selves after viewing the PSAs in a recent GBC survey Number of public service Percentage of the announcements produced during same respondents who the first phase of the Coalition’s saw themselves at risk China HIV/AIDS Media 6for HIV-infection two 52 Partnership (CHAMP) Percentage of Chinese respondents in a recent 679,100,000 survey who said the HIV/AIDS situation was Potential viewership reached during 15,000 airings of those two HIV/AIDS PSAs “relatively serious” since December 2008 Estimated number of child malaria cases prevented by 500,000 130,000 the use of bed nets from the GBC-RAPIDS partnership Total bed nets distrib- uted through a Coalition Target for private sector partnership with the contributions under the Coalition’s 2 U.S. government and $100 million Malaria Capital Campaign RAPIDS, a Zambian NGO Number of malaria Amount already committed by Coalition deaths in members toward the Africa per $38,500,000 Malaria Capital Campaign minute Approximate percentage of HIV-positive people fifty killed by TB Percentage of companies that reported integrating 2 Johannesburg Cities where the their HIV and TB programs MILLION Moscow Coalition is host- 30in a recent GBC survey Total number of ing knowledge people killed Rio de Janeiro co-creation and each year by TB Washington, D.C. action planning sessions on tuberculosis in 2009. Total number of CEOs who signed the Coalition’s HIV/AIDS nondiscrimination pledge by this World AIDS Day Total number of employees affected 116 by their CEO’s declaration 5,000,000 WINTER 2009 BUSINESS ACTION 5 JED LEVINE Editor About GBC SHUMA PANSE Business Action is published by the Global Business Coalition on HIV/AIDS, Tuberculosis Technical Editor and Malaria. Through The CoaliTion, more Than 225 member companies speak wiTh a clear and collec- Tive voice To ensure ThaT The fighT againsT These pandemics sTays high on The global agenda. JON LEE CoaliTion members are also acTive in The fighT—puTTing Their business know-how and reach Online Editor To work around The world. As a parTner in The fighT, business brings skills and TalenT ThaT can make a pivoTal differ- ence—experTise in areas such as media and markeTing; logisTics and disTribuTion; and healTh CHRISTOPHER KOKINOS care managemenT. Businesses also direcTly Touch The lives of millions—workforce, cusTomers, THE HALO PROJECT, INC communiTies, and people along The supply chain. And They can leverage ThaT reach To Creative Director improve access To informaTion, prevenTion and TreaTmenT. Business recognizes The ThreaT These diseases pose To employees, socioeconomic sTabiliTy, communiTy well-being and viTaliTy. Business also knows ThaT involvemenT in The fighT is MICHELE WHITE expecTed of Them. IT affecTs The qualiTy of The TalenT They aTTracT, Their brands, Their cusTomers, Production Manager and Their “license To operaTe” around The world, parTicularly in highly affecTed regions. CoaliTion sTaff help companies seT agendas, define The besT ways To deliver programs, and make connecTions To parTners, including governmenTs, NGOs, civic organizaTions, and com- Contributors panies wiTh complemenTary capabiliTies. Members share acTionable knowledge and experi- CASEY LEVINE-BEARD ence. They work TogeTher in informal ways, and also as parT of cross-secTor “ImpacT IniTiaTive” SANCIA DALLEY acTion Teams. JOAN R. MAGEE GODSPOWER NKWANKPA GBC Membership BAO ONG Every business that joins the Coalition strengthens the collective voice of the private sector DAVID STEARNS in calling for HIV/AIDS, tuberculosis and malaria to remain a top global priority. Business BRENT STIRTON leadership advances the cause among critical audiences, including customers, employees, governments, and international agencies. GBC tools, staff, and networks make the business fight more efficient and more effective. KEITH DECIE Personal and online guidance as well as publications from Coalition headquarters and Chief of Content regional offices help members execute their programs and set up partnerships. We provide assistance at various levels, including assessing member needs and devising action plans; Vice President, providing templates, tools, and best practices; and creating formal and informal ways for Communications and members to network and collaborate with NGOs, local partners, governments, and other External Affairs businesses. GBC also provides a rigorous means for members to evaluate their programs. In 2008, The CoaliTion began developing a series of “ImpacT IniTiaTives,” cross-secTor col- laboraTions among mulTiple privaTe-secTor parTicipanTs and sTraTegic parTners, including JOHN E. TEDSTROM NGOs, governmenTs, and civic organizaTions, working in acTion Teams on a focused, high- President and CEO impacT objecTive. This new core GBC program was creaTed based on member demand, and To meeT The general need in healTh and developmenT for ways To coordinaTe agendas and acTions. GBC also represents the private sector to the Global Fund. All Getty Images photography generously To learn more about GBC membership, please visit www.gbcimpact.org/membership, or call provided free of charge. us at +1 212 584 1600. Beijing • Johannesburg • Moscow • Nairobi • New York • Paris ©2009 GLOBAL BUSINESS COALITION