The Tsinghua -- Bayer Public Health and HIV/AIDS Media Studies Program is designed to play a key role in China's public health system.

The project is based on a belief that the media have a vital role to play in creating public health awareness.

Bayer says the media are a strategic resource in shaping and influencing public attitudes and understanding, which, in the case of HIV/AIDS and other chronic diseases, are critical in prevention, and the reduction of stigmatization and discrimination.

The "Tsinghua -- Bayer Public Health and HIV/AIDS Media Studies Program" will create a national platform for healthcare reporting by engaging and training media professionals to promote the development of leaders and experts dedicated to reporting on HIV/AIDS, other chronic diseases and healthcare related issues in China.

By encouraging leadership among key media professionals and by providing them with vital skills that look beyond current strategies, the environment for dialogue and support will be enhanced and the capabilities of a professional and informed media will be increased in order to combat HIV/AIDS and to promote public health issues in China.