The genesis of LIVE UP was a Global Media AIDS Initiative established in 2004 by then UN Secretary General His Excellency Kofi Annan, UNAIDS, the Bill and Melinda Gates Foundation and the Kaiser Family Foundation to leverage the power of the world’s media to share information on HIV, reduce stigma and discrimination and ultimately change behaviour. With initial 6 year funding support from the Elton John AIDS Foundation, Ford Foundation and Kaiser Family Foundation, the Caribbean partnership (CBMP) was launched in 2006 with 30 top broadcasters. The LIVE UP Campaign was launched at ICC Cricket World Cup in 2007.

After the first 6 years of HIV/AIDS public education campaigns and programmes, specific project funding from the Global Fund, PEPFAR, PSI/Caribbean, UNESCO, UNAIDS, UN Women, UNFPA and The Maria Holder Memorial Trust enabled LIVE UP in recent years to add even more to our creative and innovative Caribbean campaigns.

Love. Protect. Respect

The LIVE UP campaign's universal slogan: Love. Protect. Respect, now adds to its mandate all health and wellness promotion. The experience and success of the LIVE UP model is now being applied to other lifestyle diseases and important Caribbean social issues including, but not limited to:

Non-communicable Diseases
The Elderly
People with Disabilities
Climate Change
Women & Girls
The Environment

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