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Nonprofits on Collaborating with PBS Stations

Published on August 20, 2001

The American Red Cross

by Darlene Sparks Washington

The HIV/AIDS pandemic has presented a "call to action," and nonprofit organizations must respond by working with the entertainment industry and corporate America as well as private and public service organizations, combining our capabilities, talents and resources to provide effective prevention and risk-reduction information to our constituents.

Most nonprofit organizations with limited financial and human resources try to develop mutually beneficial collaborations with other organizations or agencies to maximize the impact of their outreach efforts. The American Red Cross has taken part in a number of exciting collaborative projects on matters that concern our mission and goals. Two such successful partnerships involved the P.O.V. broadcast of The Heart of the Matter and the ITVS series Positive: Life with HIV. In my position with the Red Cross, I worked closely on these two collaborations with public television.

Since the early days of the AIDS epidemic, one of the many goals of the American Red Cross has been to get factually accurate HIV/AIDS information out to the general public to help prevent the spread of HIV. In addition, research has shown that knowledge about HIV and AIDS not only heightens awareness of how to avert infection, but it also lowers fear of, and discrimination against, people with HIV or AIDS. The American Red Cross educates the public primarily through its network of over 1,400 chapters and stations nationwide. Our methods range from one-on-one education, large group sessions and role-playing to music, art, theater, video, radio and television.

Partnerships with television broadcasters are particularly effective because they allow us to bring HIV/AIDS programming to millions of people. One of the great advantages of television is that, in the privacy of their own homes, viewers can learn the facts about HIV/AIDS and can see the psychosocial impact on people affected by the disease. This opportunity, however, does carry responsibilities, including the duty to provide information that is factually accurate, nonjudgmental and culturally sensitive. These three criteria guide the American Red Cross's participation in HIV/AIDS projects, including our projects with P.O.V. and ITVS.

GETTING STARTED

When the American Red Cross is approached by an organization or agency to support a particular project, we investigate it thoroughly, gathering as much information as possible. Where appropriate, we arrange for an intra-office screening that involves staff from our national headquarters office as well as from the field. These staff reviewers evaluate the relevancy of the project to our current work and its appeal to our constituent audiences. We also look at how a project fits into our current programs and the amount of staff time it will take to make the partnership a success.

Based on recommendations made by the review team, a project coordinator decides if the American Red Cross will participate and then negotiates the scope of involvement. We recognized that P.O.V.'s The Heart of the Matter and ITVS's Positive: Life with HIV were quality projects that filled our constituents' educational needs as well as those of the general public. Each film presents the facts about HIV/AIDS in an accurate, nonjudgmental, and culturally sensitive ways, while allowing viewers to see the positive and negative aspects of living with this disease.

KNOW HOW EACH PARTNER WILL BENEFIT

When any two agencies explore joint projects, each must enter knowing what they need and what they can offer. Working with producers and outreach campaign organizers is no different. In these instances, P.O.V. and ITVS had products for which they needed to generate interest both before and after the broadcast. We could offer them access to over 1,400 American Red Cross chapters and stations nationwide that reach nearly two million people, as well as 46 state contacts who are in constant communication with their constituents.

On our end, we needed help in raising awareness about HIV/AIDS and in keeping the topic "front and center" in the nation's consciousness. To do so, we needed a tangible project that our chapters could use to initiate a dialogue with their local public television stations. With both programs, we saw a good fit for mutual support.

WHAT WE DID

Six American Red Cross chapters served as media contacts and regional coordinators for The Heart of the Matter. They hosted or co-hosted screenings at their local public television stations, which proved to be well worth the investment. For communities just beginning to deal with the impact of HIV and AIDS, they provided the needed catalyst for meaningful dialogue among community-based organizations, American Red Cross chapters, state and local government officials, health department representatives, AIDS service organizations and key community leaders.

Only one of the six American Red Cross chapters that served as media contacts ran into difficulties. In that market, the public television station chose not to broadcast The Heart of the Matter -- a reminder that it is crucial to establish productive relationships between the regional coordinators and their local public television stations. Perhaps one strategy to address this problem would be to set up a forum in which the local organization presents factual information about an issue to station management and explains the scope of the problem among its viewing audience.

An important benefit of working with P.O.V. and ITVS was having the video versions of the broadcasts available for use in community sessions after they aired on public television. After investing considerable staff time and organizational resources in creating outreach programs, it was important for the American Red Cross to be able to use the videos in ongoing educational efforts. The American Red Cross did purchase copies of The Heart of the Matter, and we received free copies of Positive from ITVS. Unfortunately, for many nonprofits, the cost of purchasing videocassettes is prohibitive -- a fact that might discourage participation in otherwise worthy projects.

WORKING WITH COMMUNITY PARTNERS

Another way to strengthen the appeal of an outreach campaign and to encourage participation would be to contact the agencies during the production phase. Once a film or series is completed, producers take a chance on whether it will meet all the unwritten rules of the people closest to the issues. An agency actively involved in front-line issues may be able to further enhance the impact and usability of the end product while providing input on format, campaign strategies and possible distribution outlets.

One way for producers and broadcasters to generate strong support from their community partners is to schedule the broadcast to coincide with planned events or ongoing activities. For example, tying the broadcast of The Heart of the Matter to events that were related to HIV/AIDS and women helped garner more community support and interest in viewing. Similarly, connecting the airing of Positive: Life with HIV to events like World AIDS Day or AIDS Education Month provided a hook to get viewers interested in the broadcast. Most nonprofits appreciate almost anything that will help them capture the attention of their constituents and motivate others to learn about an issue.

IN THE END

Collaborations such as these can serve as important building blocks in encouraging community conversations regarding HIV/AIDS as well as related issues, including sexually transmitted diseases, drug and alcohol use, teen pregnancy and the communities' ability to respond effectively. In retrospect, we at the American Red Cross feel that our involvement with The Heart of the Matter and Positive: Life with HIV was very successful. We appreciated the flexibility and responsiveness of both P.O.V. and ITVS. The materials they provided allowed us to customize our involvement to our specific structure and hierarchy. Above all, they made us feel appreciated as a partner.

These projects and similar partnerships have opened the doors for joint projects with other media. There is much to do and, with the media as our partners in education and outreach, we will all get there a lot faster.

Darlene Sparks Washington, D.P.M., is the manager of the Health and Safety Services Field Support Unit for the American Red Cross.

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