Bayer Group
Motivation
Social Responsibilities
Public Health
In our approach to corporate social responsibility, Bayer believes in combining core business values with our social commitment to improve community well-being as well as to achieve corporate goals. Given our interest and competencies in the healthcare sector, promoting public health awareness is one of Bayer's top priorities.
Tsinghua-Bayer Public Health and HIV/AIDS Media Studies Program
Bayer China and the Tsinghua University collaborated to launch the Tsinghua-Bayer Public Health and HIV/AIDS Media Studies Program in November 2004. The program, hosted by Tsinghua University's Center for International Communications Studies, was founded based upon the belief that media can save more lives than doctors, and that public awareness and understanding of HIV/AIDS and other chronic diseases are crucial to minimizing a devastating impact in China. The program harnesses the strategic resource of media to shape and influence public attitudes and understanding, which are critical in prevention, and the reduction of stigmatization and discrimination in the case of HIV/AIDS.
The Tsinghua-Bayer Public Health and HIV/AIDS Media Studies Program seeks to establish a national platform for quality and conscientious healthcare reporting by engaging and training media professionals to promote the development of leaders and experts dedicated to responsibly reporting on HIV/AIDS, other chronic diseases and healthcare related issues in China. In this context, key media professional play a major role and the program strives to encourage their leadership and provide them with vital skills that look beyond current strategies as an effort to create an environment for dialogue and support. With increased capabilities of a professional and informed media, China will be more prepared to combat HIV/AIDS and to promote other public health issues.
By the end of 2007, the Tsinghua-Bayer Public Health and HIV/AIDS Media Studies Program trained about a thousand journalists and government officials from dozens of Chinese media agencies as well as government bodies. The effort has been highlighted by the Chinese media, and helped to improve the quality of coverage on public health issues in China in general and HIV/AIDS in particular.
In the long-term perspective, Bayer aims at broadening its initiative to include a wide range of additional public health issues that need awareness and recognition in order to create initiatives to solve them (i.e. chronic illnesses such as diabetes, hypertension and cardiovascular diseases).
The Tsinghua-Bayer Public Health and HIV/AIDS Media Studies Program seeks to establish a national platform for quality and conscientious healthcare reporting by engaging and training media professionals to promote the development of leaders and experts dedicated to responsibly reporting on HIV/AIDS, other chronic diseases and healthcare related issues in China. In this context, key media professional play a major role and the program strives to encourage their leadership and provide them with vital skills that look beyond current strategies as an effort to create an environment for dialogue and support. With increased capabilities of a professional and informed media, China will be more prepared to combat HIV/AIDS and to promote other public health issues.
By the end of 2007, the Tsinghua-Bayer Public Health and HIV/AIDS Media Studies Program trained about a thousand journalists and government officials from dozens of Chinese media agencies as well as government bodies. The effort has been highlighted by the Chinese media, and helped to improve the quality of coverage on public health issues in China in general and HIV/AIDS in particular.
In the long-term perspective, Bayer aims at broadening its initiative to include a wide range of additional public health issues that need awareness and recognition in order to create initiatives to solve them (i.e. chronic illnesses such as diabetes, hypertension and cardiovascular diseases).
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| At the opening ceremony of Tsinghua-Bayer Public Health & HIV/AIDS Media Studies Program |
Tsinghua-Bayer Public Health Conference & Media Awards
Another step in encouraging social responsibility among journalists and setting an example on the responsible media coverage of public health issues like HIV/AIDS in China, Tsinghua University and Bayer jointly launched the Tsinghua-Bayer Media Award for Responsible Public Health Coverage in August 2006 to recognize ten journalists with outstanding performance in reporting on HIV/AIDS. The Tsinghua-Bayer cooperation also extended its reach to the international front, involving parties such as high level officials of the Chinese government, the Bill and Melinda Gates Foundation (Gates Foundation), the National Press Foundation (NPF), and China AIDS Roadmap Tactical Support (CHARTS) Project. Indeed, a group of 40 journalists from the Tsinghua-Bayer program represented China at the international Journalist-to-Journalist training on HIV/AIDS as well as at the AIDS 2006 – XVI International AIDS Conference in Toronto. In 2007, Tsinghua-Bayer Public Health Conference in Beijing also successfully drew experts and enthusiasts from a gamut of sectors to discuss public health issues in China.
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