60 People, 60 Stories

Spreading the word

By Bill Valentino (China Daily)
Updated: 2009-09-30 08:27

When I arrived in Beijing in 1987, everyone was discussing and trying to predict the future of China. Topics such as the continuation of economic reform and the viability of sustained economic growth dominated the analysis and reporting of the day.

The transformed social landscape, especially in the area of public health, has long been an area of special focus for me. As an adjunct professor at Tsinghua University's school of journalism and international communications, this work has included a program that is unique in that it educates the media in China to use its presence and power to mitigate the extensive impact of HIV/AIDS on society.

This agenda initially contributed to the fight to stop the spread of HIV/AIDS through education for prevention and has grown to include creating greater awareness of other public health issues.

Focusing on communications in the print, broadcast and electronic media - my work focuses on officials, decision makers, key editors, and members of key media associations, media professionals and journalists. These all play a critical role in educating the public about the prevention of HIV/AIDS and other chronic diseases. Their role is essential not only because of their access to so many readers, viewers and listeners, but also because the media has an unparalleled capability to raise awareness about HIV/AIDS, provide accurate information about the disease, and set positive standards that combat discrimination and stigmatization.

In public health, the important role of the media to inform and educate gives it the power to save lives. Now more than ever, at a time when New China is celebrating its 60th anniversary, it fills me with great pride and expectations for how the country will continue to create its future.

Bill Valentino is vice-president for corporate communications, Greater China, Bayer.