Recognizing that we are able to contribute unique skills and resources to address social issues, Warner Bros. has formed public-private partnerships to help tackle challenges being addressed by governments around the world.
Warner Bros. was a key partner in the HIV-Free Generation initiative, a public-private partnership launched in 2008. The HIV-Free Generation initiative combined the President’s Emergency Plan for AIDS Relief’s (PEPFAR’s) expertise with that of the private sector.
As part of this partnership, Warner Bros. Interactive Entertainment produced an action–based video game pilot, “Pamoja Mtaani” (Swahili for “Together in the Hood”), for implementation in three youth centers in Nairobi, Kenya. The game uses a contemporary East African context and interactive play to personalize HIV-prevention messages for youth.
In addition to the video game, Warner Bros. Home Entertainment Group launched several major media initiatives aimed at raising awareness of the program, including a PEPFAR documentary film trailer and marketing materials, along with a website about the initiative at HIVFreeGeneration.org. In 2009, Warner Bros. was awarded the Global Business Coalition on HIV/AIDS, Tuberculosis and Malaria (GBC) Award for Business Excellence for its work on the project.