Warner Bros. Entertainment’s Group of Companies Launch Their Efforts for the Partnership for an HIV-Free Generation Initiative
“PAMOJA MTAANI”(“Together in the Hood”), New Behavior Change PC Video Game Created by Warner Bros. Interactive Entertainment and the U.S. Government is Introduced in Nairobi
Open World Multi-Player Game Designed to Educate Youth in Kenya as a Key Component of the Partnership for an HIV-Free Generation
Characters Introduced to Youth through CGI Animated Shorts Created by Warner Bros. Motion Picture Imaging; HIV-Free Generation Website Created by Warner Bros. Advanced Digital Services
Nairobi, Kenya/Burbank,CA - The Warner Bros. Entertainment Group of Companies introduced several major media initiatives that were created as part of a partnership with the U.S. Government, through the U.S. President’s Emergency Plan for AIDS Relief (PEPFAR). The announcement was made as part of the unveiling of the Partnership for an HIV-Free Generation, an unprecedented public and private partnership, on December 5th in Nairobi.
A key offering, “Pamoja Mtaani”(“Together in the Hood”), is an open world, multi-player PC video game created by Warner Bros. Interactive Entertainment in collaboration with technical experts within PEPFAR. The game can be played at select youth venues in Nairobi, which are an integral component of this new initiative to revolutionize HIV prevention. The game, intended to engage youth through fun interaction, is designed to help influence HIV risk perceptions, attitudes and behaviors among young people in Nairobi. The game is a pilot that will be evaluated by leading behavioral change evaluation experts in order to strengthen HIV prevention programming for youth.
The “Pamoja Mtaani”game, developed by noted serious games developer, Virtual Heroes, Inc., follows five strangers who are brought together through unforeseen circumstances, losing what is most precious to each of them. Working their way through various East African neighborhoods, players must recover the stolen items and help an injured woman on their quest. Along the way, they will experience barriers and facilitators to behavior change through a variety of missions and mini-games.
A total of five players can take part in the game’s various puzzle-solving activities, “twitch”-based mini-games, investigation components and time-based missions, complete with local music, celebrity icons, and fashion and tech elements. Warner Bros. Interactive Entertainment worked closely with local Kenyan youth, cultural icons and regional experts in Kenya to insure that the elements were authentic. Top Kenyan hip-hop artists were tapped to provide relevant and inspirational, original music for use exclusively in the game.
Each of the five characters will be individually featured in a series of computer animated shorts created by Warner Bros. Motion Picture Imaging that will introduce them to the target audience of Kenyan Youth. In addition, Warner Bros. Advanced Digital Services has created a website that will provide information on the Partnership for an HIV-Free Generation Initiative (www.HIVFreeGeneration.org).
Warner Bros. Motion Picture Imaging also created film trailers to raise awareness and drive viewer traffic to the PEPFAR documentary, “Saving Lives, Creating Hope”detailing the program. (Link to trailer: http://www.pepfar.gov/press/slch1/trailer/index.htm)
“To advance HIV prevention to the next level, we must walk with people from a very young age to the time they are beyond risk,”said Ambassador Mark Dybul, U.S. Global AIDS Coordinator. “The partnership with Warner Bros. brings innovation and a fresh approach to HIV prevention messaging for youth, promoting healthy behaviors that can be sustained for a lifetime.”
“Warner Bros. Entertainment is honored to be a partner with the U.S. Government in this worthy and critically important effort to address this global health issue,”said Barry Meyer, Chairman and CEO, Warner Bros. Entertainment. “We are proud to contribute our creativity and talent to this effort.”
“We have developed an engaging and fun game which provides a goal-oriented way of educating youth to encourage behavior change for HIV and AIDS prevention,”said Kevin Tsujihara, President, Warner Bros. Home Entertainment Group. “We are pleased to have the opportunity to draw on our expertise in youth-friendly technology and youth marketing to help with the Partnership for an HIV Free Generation initiative and present the ”Pamoja Mtaani“game to the youth of Nairobi.”
About Warner Bros. Entertainment
Warner Bros. Entertainment – a fully integrated, broad-based entertainment company – is a global leader in the creation, production, distribution, licensing and marketing of all forms of creative content and their related businesses, across all current and emerging media and platforms. The company stands at the forefront of every aspect of the entertainment industry from feature film, TV and home entertainment production and worldwide distribution to DVD, digital distribution, animation, comic books, licensing, international cinemas and broadcasting.
About Warner Bros. Interactive Entertainment
Warner Bros. Interactive Entertainment, a division of Warner Bros. Home Entertainment Group, is a premier worldwide publisher, developer, licensor and distributor of entertainment content for the interactive space across all current and future platforms, including console, handheld and PC-based gaming for both internal and third party game titles.
About Warner Bros. Advanced Digital Services
Warner Bros. Advanced Digital Services provides full-service, cutting-edge interactive solutions for Warner Bros. Entertainment subsidiaries. WBADS also oversees all aspects of warnerbros.com, which serves as the entry point into, and aggregator of all things Warner Bros., including sites such as Harry Potter, Looney Tunes, Scooby-Doo and DC Comics.
About Warner Bros. Motion Picture Imaging
Warner Bros. Motion Picture Imaging (MPI) is a state-of- the-art post-production facility. Located on the Warner Bros. Studio lot in Burbank, MPI’s services and experts are equally available and have been used by Warner Bros. films as well as those of outside clients. MPI is also a leader in the field of film preservation and restoration and has developed a unique and patented process to digitally restore classics from the vast Warner Bros. Studios film and television library as well as those of other clients.
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