1. World AIDS Day, 1 December: a primary vehicle for AIDS awareness
One of the most successful international days
People’s day: awareness-raising activities take place in almost every country
A significant media event
AIDS organizations mobilize
High-level government officials speak out
Donors commit funds

2. The World AIDS Campaign
Repositioning World AIDS Day to make it a longer campaign
Forcing discussion on emerging thematic issues
Providing a programmatic thrust to issues
Engaging new partners
Increasing community participation and ownership

3. World AIDS Day themes so far
World AIDS Day declared by WHO in 1988
1988: A world united against AIDS
1989: Our lives, our world – let’s take care of each other
1990: Women and AIDS
1991: Sharing the challenge
1992: AIDS – a community commitment
1993: Time to act
1994: AIDS and the family
1995: Shared rights, shared responsibilities
1996: One world, one hope
Children, young people and AIDS
1997: Children living in a world of AIDS
1998: Force for change – World AIDS Campaign with young people
1999: LISTEN, LEARN, LIVE! World AIDS Campaign with children and young people
Men and AIDS
2000: AIDS: men make a difference
2001: I care, do you?
2002 and 2003 : Live and let live

4. Stigma and discrimination
World AIDS Campaign theme for

5. World AIDS Campaign slogan
Live and let live
World AIDS Campaign slogan

6. Why stigma and discrimination
Stigma and discrimination are major obstacles to effective prevention and care. If we do not address these issues, we will never succeed in our efforts.
−Maria Tallarico, CPA Haiti

7. Why stigma and discrimination
I believe that, worldwide, the most serious obstacle in the fight against AIDS is stigma and discrimination. Although the forms and context differ, stigma prevails. It affects the rights of PLWHA, societal coping mechanisms and caring for the sick. In most countries, it is a nightmare.
- Abdalla Ismail, CPA Sudan

8. What is the campaign’s main objective?
To help prevent, reduce or eliminate stigma and discrimination wherever they occur and in all their forms

9. Stigma It is created by individuals and society
It builds on existing power relations
It builds upon and reinforces existing social inequalities and prejudices
It is perpetuated overtly and covertly

10. Stigma and discrimination occur in different settings and services
Health care
Family
Prisons
The workplace
Legal institutions (judiciary, legislative)
Education
Media
Insurance/social benefits
Existing laws
Travel/migration
Marriage
Death

11. Factors compounding stigma and discrimination
Gender
Sexual orientation
Race
Religious beliefs
Place of residence/profession
Social status

12. Is it just about PLWHA?
The campaign will address issues related to those who are both HIV-infected and -affected
The campaign will address specific stigma and discrimination faced by other populations, e.g. sex workers, men who have sex with men, and injecting drug users.

13. Internalized stigma ’Perceived’ and ’enacted’ stigma
’Perceived’ stigma refers to the shame associated with HIV and the fear of being discriminated against on account of the illness
’Enacted’ stigma refers to the actual experiences of discrimination
Internalized stigma can be alleviated by strengthening the resolve, commitment and personalized perspective of PLWHA.

14. How to address internalized stigma
Address the problem programmatically
Build skills and capacity among HIV-infected and -affected people
Prepare people for voluntary disclosure
Establish an enabling environment
Develop support systems for individuals and groups
Put the responsibility where it belongs (examine personal/institutional roles)

15. Different approaches to reducing stigma and discrimination
Rights-based approach
Involvement of PLWHA at all stages, especially from the start
Individual focus
Collective focus
Policy-based vs. legal approach
Approaches are complementary and inter-related. Each has a programmatic aspect. The advantages of all approaches need to be maximized.
Approaches are complementary and inter-related. Each has a programmatic aspect. The advantages of all approaches need to be maximized.

16. The response has to be multi-pronged to break the vicious circle of stigma, discrimination and human rights violations
Prejudice
thought
Stigma
attitude
Discrimination
act
Loss of
human rights
result
Prejudice
thought
Stigma
attitude
Discrimination
act
Loss of
human rights
result

17. Campaign entry points can vary
All available entry points should be used
The different contexts for stigma and discrimination around the world must be taken into account
No matter which approach is adopted, it has to address the same main objective

18. Global teamwork with different players
UNAIDS campaign
partner
partner
partner
partner
Measures & efforts
Gov.
prevention
programmes
Red
Cross
campaign
Country-specific institutions
NGO’s, government heads,
Health Ministers, local institutions
Influencers
Influencers
Media
Journalists
Society’s
leaders
Measures & efforts
Individuals
Employees of institutions
PLWHA, their families,
other society members
Hospital, health-care centres, schools, churches, the judicial system, companies

19. Global vs. local perspective
The UNAIDS campaign must be seen as an integral part of international efforts.
Target individuals and organizations have different needs and knowledge standards.
Local efforts may be linked to the UNAIDS theme but can also work completely independently, based on local circumstances and prejudices.

20. Role of the UNAIDS campaign
Raise broad awareness with regard to the theme of stigma and discrimination
Be effective beyond 1 December 2003
Initiate concrete changes on a global level
Initiate effective responses at the local level

21. Two-phase approach Phase I: Phase II: Raise broad awareness Action-L D A I S Y
of a variety
of aspects related
to stigma and
discrimination
Drive action at
institutional levels
Raise
broad awareness
Action-
driven measures
2002
2003/4

22. Objectives of the two phases
Raise broad awareness:
Promote understanding of the different aspects and ways in which PLWHA and their families are affected in their daily struggle against stigma and discrimination.
Reach a broader understanding of why stigma and discrimination breach human rights.
Reduce the number and frequency of discriminating acts worldwide.
Action-driven measures:
Document tangible improvements regarding human rights and legal perspectives on a local institutional level.
Stimulate and support government and nongovernmental efforts to reduce the level of stigma and discrimination in-country.
Empower PLWHA by showing them specific cases of where stigma and discrimination have already been reduced.
Phase I
Phase II
Sensitize a broad audience for aspects of stigma and discrimination and reduce their daily discriminative acts
Generate tangible changes on an institutional level. Prove the effectiveness of Phase with real success stories

23. Key messages: exploring the theme of stigma and discrimination
Goverment spends
too much money
on PLWHA
Medical care
restrictions
Only minority
groups are facing
the problem of AIDS
Workplace
hiring/firing
Legal system’s
discriminatory judgements
Denial of education
Violation against
minority groups
No access
to AIDS medications
Societal
ignorance
One-sided
media coverage
Finance
We have to pay
higher health-care costs
because of PLWHA
It is a developing
world disease
Prejudice
Stigma
Discrimination
Infection is
one’s own fault
Punishment
by God
At least it reduces
the population
of developing
countries
PLWHA deserve it
People die
anyway, so why
care too much

24. Which target groups are currently affected by these issues?
PLWHA and their families and communities
Government
Employees and employers
Children/youth
Faith-based organizations
Local AIDS organizations
Journalists
Health-care workers
Other NGOs

25. What are the assigned target viewpoints?
PLWHA go through a process of grieving for their own lives, which eventually should lead to an acceptance of their diagnosis. However, even when people do manage to find a balance in their own lives, society and institutions often perpetuate the idea that those infected with HIV are lesser members of the community.
PLWHA/their families
What does this
mean in terms
of communication?
We need a message that
motivates PLWHA and
their communities
as well as all members of
society worldwide which
enables PLWHA to live
their lives to the fullest.
Members of society in
developed countries
They marginalize the problem of AIDS
and have no insights about the daily struggles
and limitations confronting PLWHA, since
prevention campaigns always focus on the
details of infection.
Members of society in
developing countries
In developing countries, AIDS is often
viewed as a punishment by God or a poverty-
related disease.
Media/journalists
Do not have enough knowledge or background
information about the daily struggle confronting PLWHA.

26. What are the assigned target viewpoints?
Hospitals
PLWHA are not getting the same medical treatment as others, because of fear of infection.
What does that
mean in terms of
communication?
PLWHA are not being offered the same business and education opportunities, because there‘s a common lack of career thinking regarding PLWHA
Education
PLWHA are not getting the same justice as
others. They do not have sufficient legal protection from violence and biased verdicts.
Judicial system
We need a message
that ensures broader access to all areas to let PLWHA live
their lives
Faith-based organizations
PLWHA do not get the same respect as others
because AIDS is sometimes seen as a punishment from God, particularly in relation to injecting drug users and men who have sex with men.
PLWHA do not get the same opportunities in the workplace as others, because there‘s still the
perception that it is not worth investing in people who will die anyway.
Private companies
PLWHA do not get the same treatment/access to antiretroviral programmes since therapies are costly and pharmaceutical companies are not willing to reduce prices for developing countries.
Health-care settings

27. The challenges of defining a common platform for:
different areas related to stigma and discrimination
different age groups
women and men
different ethnic environments
different target groups
different socioeconomic contexts
The future communication platform has to:
be an outstanding creative concept that generates impact without excessive spending
ensure regional executional adaptations
ensure a uniform worldwide tonality
The potential core idea must be simple and flexible

28. The core idea let live! Live and means: means:
personal empowerment of PLWHA and their families to believe in a better future
sending a positive signal that underscores the importance of living life fully
demonstrating the necessity of standing up and fighting for rights on a daily basis
emphasizing a powerful will to live, despite HIV infection
means:
a message for institutions to ensure access to care for PLWHA
a strong correlation with human rights inherent in ALL people
a call to question everybody‘s daily thinking and behaviour
a call to society worldwide for greater integration of, and compassion for, PLWHA

29. Why do we believe in this core idea?
Because:
It is positive and motivating for all involved
It contains the most essential aspect related to AIDS: life.
It is based on the most relevant needs
It is flexible enough to use for specific and/or local issues and communication measures
It is relevant for all cultures, each gender, different age groups and socioeconomic contexts
It covers both civil and institutional domains

30. Global positioning UNAIDS Live and let live Two-year objective
Conventions to break
Generate a broader global awareness of stigma and discrimination, and encourage social change.
Several AIDS-related issues are often
either communicated in a harmless way or
operate with shocking and pessimistic
images. Normally, they focus only on
a narrow target group.
Target insight
Once PLWHA have accepted their destiny,
their strongest wish is to live their life to
the fullest. However, they struggle daily
with the limitations caused by stigma and
discrimination from other members of society.
UNAIDS
Live and let live
Brand personality
Empowering, caring, progressive, open-minded, touching and sensitive people
Brand belief
UNAIDS believes that stigma and discrimination against PLWHA is a violation of their human rights. UNAIDS also holds that stigma and discrimination are detrimental to HIV/AIDS prevention, care and support efforts. Part of an effective response to the HIV/AIDS epidemic includes improving the quality of life and reducing social vulnerability of all people.