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FOR IMMEDIATE RELEASE
February 25, 2002
Sesame Workshop and Johns Hopkins University Center for
Communication Programs Partner on Worldwide Health Initiative
 NEW YORK—Sesame Workshop, the non-profit organization that has created such beloved children's programs as Sesame Street; Dragon Tales; and Sagwa, The Chinese Siamese Cat, and Johns Hopkins University Center for Communication Programs (JHU/CCP), a pioneer in the field of strategic, research-based health communication, are collaborating on an initiative to help improve the health and lives of children and the families who care for them in the developing world, announced Gary E. Knell, President and CEO of Sesame Workshop and Dr. Jane Bertrand, Director of JHU/CCP.
The organizations will together identify opportunities in specific countries, and develop and implement communication programs, campaigns, and messages to educate the public about positive health behaviors. The activities may include television co-productions, public service announcements, outreach materials, and advocacy events. Special focus may be placed on reducing the stigma associated with HIV/AIDS, educating HIV/AIDS orphans, and fostering mutual respect and understanding.
“Sesame Workshop's mission is to create innovative, engaging content that helps children reach their highest potential,” said Knell. “Johns Hopkins University Center for Communication Programs is a leader in health communication and has established long-standing relationships in promoting healthful behaviors in developing countries. We're proud and fortunate to combine our resources and expertise to help raise healthy and productive children around the world.”
“We believe that combining forces with Sesame Workshop provides a unique opportunity to develop programs designed to improve children's lives,” said Dr. Bertrand. “Together we can have a significant impact in developing countries, particularly those hard hit by HIV/AIDS.”
The first country and details of a health initiative there will be announced shortly.
Sesame Workshop is a not-for-profit educational organization that stands alone in its ability to creatively help solve major educational and developmental needs that affect children around the world. For over 30 years, the Workshop has created innovative and engaging media to help all children reach their highest potential. The organization grounds its work in research to understand how multi-media platforms help children learn, develop and grow. Best known as the creators of Sesame Street, Dragon Tales, and Sagwa, the Chinese Siamese Cat airing on PBS, the Workshop continues to break new ground with Noggin, the only 24-hour kids' thinking channel. Find the Workshop online at www.sesameworkshop.org.
JHU/CCP is a pioneer in the field of strategic, research-based communication for behavior change and health promotion that has helped transform the theory and practice of public health communications. With representatives in more than 30 countries, JHU/CCP has been a leader in the development of projects based on systematic needs assessments and clear strategies for positioning and presenting the benefits of health interventions to appropriate audiences.
For more information contact: Beatrice Chow, Sesame Workshop, Tel: (212) 875-6586, E-mail: beatrice.chow@sesameworkshop.org or Kim Martin at Johns Hopkins Center for Communication Programs, 111 Market Place, Suite 310, Baltimore, Maryland 21202, USA. Tel: 410 659-6140; Fax: 410 659-6266 e-mail: press@jhuccp.org. PRESS ROOM: http://www.jhuccp.org/pressroom/
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