Phase 3 – Stigma
The 3rd Phase of the YOU campaign
focuses specifically on stigma as a key driver of
HIV infection. The ads create a series of vignettes
with individuals, families and communities overcoming
the stigma associated with HIV/AIDS.
The ads specifically highlight the following behaviours:
- The importance of open communication
among family (particularly parents and their teenage
children)
and between friends and sexual partners about
HIV/AIDS, sexual behavior and HIV-testing as a
routine part
of good health management;
- The role of individuals
in leading by example (e.g. by speaking out publicly)
to confront the taboos
around HIV-testing, and the perceived stigma
associated with HIV/AIDS generally;
- Emphasis on the caring traditions of African
family and community life, and the need to respond
in caring and inclusive ways to individuals and families infected
and/or affected by HIV/AIDS;
- The importance
of routine HIV-testing as a regular part of life,
and the most essential key
to HIV prevention and/or treatment;
- Promotion
of the understanding that the goal of an HIV-free
Africa is everybody’s responsibility
and all Africans must consider how they
as individuals, and with family, community and
nations can contribute
to this goal.
It Begins With YOU!
All Phases:
Phase 4
Phase 3
Phase 2
Phase 1
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