Webby” Submitted By: Immediate Future Monday, 21 April 2008

G.I. Jonny short-listed for a “Webby” Submitted by: Immediate Future Monday, 21 April 2008

- Online HIV fighting action hero needs your assistance to win recognition for his efforts - The BBC’s G.I. Jonny campaign has been shortlisted for the "Oscars of the Internet" (also known as the 12th Annual Webby Awards). The campaign has so far generated huge online interest and column inches thanks to its modern day, all-action hero, G.I. Jonny - who leads the online fight against ignorance of HIV and AIDS in the UK. Nominated in the Interactive Advertising category, the campaign has been recognised out of nearly 10,000 entries from over 60 countries worldwide. Winners will be announced on May 6, 2008 and honoured at The 12th Annual Webby Awards in New York City in June. "The Webby Awards honours outstanding work that is setting the standards for the Internet," said David-Michel Davies, executive director of The Webby Awards. "And G.I. Jonny is quite simply a testament to the skill, ingenuity, and vision of its creators." As a nominee for the Webbys, G.I. Jonny is eligible to win the “People's Voice Award.” This means that the online community gets the chance to pick the winner. To vote or for more information please visit http://pv.webbyawards.com “It’s not every day you get nominated for a Webby!” says Elizabeth McKay, Development Executive, for BBC Learning. “But we feel this campaign has truly made an impact on our target audience and has really helped increase the awareness of HIV among 16 – 34 year olds, so it’s a great honour for that success to be recognised by us being shortlisted. We hope that everyone who has supported the campaign so far chooses to vote for us in the people’s award too!” You can check out GI Johnny for yourself at http://www.gijonny.co.uk/index.shtml ENDS About G.I. Jonny G.I. Jonny is part of an information campaign aimed at raising and spreading awareness of HIV in the UK among 16-34 year olds. Along with BBC TV and radio programming, the film directs viewers to an interactive website (www.gijonny.co.uk) where, as well as finding out more about HIV and AIDS, you can create your own customised G.I. Jonny virtual action figure which can be sent to friends and downloaded to Facebook, thus creating your own army and protecting your friends. The G.I Jonny campaign was developed with help from Now Wash Your Hands, BBC Comedy and the Viral Factory. •The first G.I. Jonny film has been watched 4 million times to date. There have been 8.5 million hits to the campaign website, with 130, 000 virtual G.I. Jonny action figures created to form an army in support of the campaign.

Page 1 •A survey by the BBC revealed high levels of ignorance and complacency about HIV among 16-24 year olds: •89% of 16-24 year olds rarely or never think about HIV when making decisions about their sex lives. •Nearly half (41%) of 16-24 year olds consider themselves to be at “no risk” of catching HIV. •74% of 16-24 year olds demonstrated that they didn’t know the correct facts about HIV. •Over half (55%) of 16-24 year olds surveyed believe the myth that you can get HIV from kissing. •47% believe that it can be passed on from toilet seats. •Over a quarter (26%) of 16-24 year olds do not feel informed about HIV and the issues surrounding its transmission and prevention. •A third of young people don’t wear a condom with a new partner. •A third of 16-24 year olds get their HIV information from their mates. •The last significant national campaign focusing on HIV in the UK was 20 years ago. This generation has missed the message about HIV. About The Webby Awards: Hailed as the "Oscars of the Internet", the Webby Awards is the leading international award honouring excellence on the Internet, including Websites, Interactive Advertising, Online Film & Video, and Mobile Websites. Established in 1996, the 12th Annual Webby Awards received nearly 10,000 entries from all 50 states and over 60 countries worldwide. The Webby Awards is presented by The International Academy of Digital Arts and Sciences. For more information, please contact Hinda Smith at immediate future on 0845 408 2031 or on [email protected]

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