The goal of the Russian Media Partnership to Combat HIV/AIDS is to mobilize the communication power of mass media and commercial marketing in the Russian Federation to: improve awareness among the general population and specific target groups (i.e. vulnerable populations, including youth) about HIV/AIDS and ways to prevent the spread of the disease; create a highly visible and mainstream platform to give public voice to people living with HIV/AIDS (PLWHA), thereby encouraging the general population to identify and build solidarity with and empathy for PLWHA and members of vulnerable groups; and support the creation of an environment that enables increased awareness, education, discussion and behavior modification that will ultimately slow the spread of HIV/AIDS. Today the Partnership unites over 40 media companies across different segments of the media market--television, radio, print, outdoor cinema theaters, internet, entertainment media and consumer products--in an effort to use their core competency to fight HIV/AIDS. The RMP creates an opportunity for constructive dialogue on HIV/AIDS on all levels, which leads to awareness and tolerance of PLWH and prevention of new cases of HIV. The RMP model unites the resources and expertise of participating media companies, the investments and experience of international partners, the expertise and support of local stakeholders from the private sector, and state structures and civil society-- in particular, communities of people living with HIV. The RMP implements a comprehensive awareness campaign which includes PSAs, integration of messaging into entertainment programming, access to informational resources on HIV, and trainings for journalists and editors on covering HIV. In 2006 alone, RMP investment of free advertising space for campaign messages totaled 2,000 minutes on national television (with 11% in primetime); over 3000 billboards; and 24,000 PSAs shown before features in movie theaters. Twelve training sessions for over 200 journalists and editors were provided. According to the results of an All-Russia survey, conducted by the Public Opinion Foundation in June 2006, in the first 6 months of the year 62% of Russians (88 million) had encountered the campaign (video, outdoor, logo); of these, 11% (9.7 million) took concrete action to learn more about HIV as a result of the contact. Those who saw at least one campaign PSA more frequently are convinced that an individual can take measures to prevent HIV transmission (91% vs. 84%), and much more frequently report taking measures to protect themselves (62% vs. 50%); they much more often report interest in learning more about HIV (44% vs. 31%) and much more frequently take concrete actions to get such information (22% vs. 9%). The RMP is recognized as the major informational initiative on HIV in Russia today by the State.