Presentation on theme: "World AIDS Day, 1 December: a primary vehicle for AIDS awareness"— Presentation transcript:
1World AIDS Day, 1 December: a primary vehicle for AIDS awareness One of the most successful international daysPeople’s day: awareness-raising activities take place in almost every countryA significant media eventAIDS organizations mobilizeHigh-level government officials speak outDonors commit funds
2The World AIDS Campaign Repositioning World AIDS Day to make it a longer campaignForcing discussion on emerging thematic issuesProviding a programmatic thrust to issuesEngaging new partnersIncreasing community participation and ownership
3World AIDS Day themes so far World AIDS Day declared by WHO in 19881988: A world united against AIDS1989: Our lives, our world – let’s take care of each other1990: Women and AIDS1991: Sharing the challenge1992: AIDS – a community commitment1993: Time to act1994: AIDS and the family1995: Shared rights, shared responsibilities1996: One world, one hopeChildren, young people and AIDS1997: Children living in a world of AIDS1998: Force for change – World AIDS Campaign with young people1999: LISTEN, LEARN, LIVE! World AIDS Campaign with children and young peopleMen and AIDS2000: AIDS: men make a difference2001: I care, do you?2002 and 2003 : Live and let live
4Stigma and discrimination World AIDS Campaign theme for
5World AIDS Campaign slogan Live and let liveWorld AIDS Campaign slogan
6Why 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
7Why 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
8What is the campaign’s main objective? To help prevent, reduce or eliminate stigma and discrimination wherever they occur and in all their forms
9Stigma It is created by individuals and society It builds on existing power relationsIt builds upon and reinforces existing social inequalities and prejudicesIt is perpetuated overtly and covertly
10Stigma and discrimination occur in different settings and services Health careFamilyPrisonsThe workplaceLegal institutions (judiciary, legislative)EducationMediaInsurance/social benefitsExisting lawsTravel/migrationMarriageDeath
11Factors compounding stigma and discrimination GenderSexual orientationRaceReligious beliefsPlace of residence/professionSocial status
12Is it just about PLWHA?The campaign will address issues related to those who are both HIV-infected and -affectedThe 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.
13Internalized 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 discriminationInternalized stigma can be alleviated by strengthening the resolve, commitment and personalized perspective of PLWHA.
14How to address internalized stigma Address the problem programmaticallyBuild skills and capacity among HIV-infected and -affected peoplePrepare people for voluntary disclosureEstablish an enabling environmentDevelop support systems for individuals and groupsPut the responsibility where it belongs (examine personal/institutional roles)
15Different approaches to reducing stigma and discrimination Rights-based approachInvolvement of PLWHA at all stages, especially from the startIndividual focusCollective focusPolicy-based vs. legal approachApproaches 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.
16The response has to be multi-pronged to break the vicious circle of stigma, discrimination and human rights violationsPrejudicethoughtStigmaattitudeDiscriminationactLoss ofhuman rightsresultPrejudicethoughtStigmaattitudeDiscriminationactLoss ofhuman rightsresult
17Campaign entry points can vary All available entry points should be usedThe different contexts for stigma and discrimination around the world must be taken into accountNo matter which approach is adopted, it has to address the same main objective
18Global teamwork with different players UNAIDS campaignpartnerpartnerpartnerpartnerMeasures & effortsGov.preventionprogrammesRedCrosscampaignCountry-specific institutionsNGO’s, government heads,Health Ministers, local institutionsInfluencersInfluencersMediaJournalistsSociety’sleadersMeasures & effortsIndividualsEmployees of institutionsPLWHA, their families,other society membersHospital, health-care centres, schools, churches, the judicial system, companies
19Global 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.
20Role of the UNAIDS campaign Raise broad awareness with regard to the theme of stigma and discriminationBe effective beyond 1 December 2003Initiate concrete changes on a global levelInitiate effective responses at the local level
22Objectives 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 IPhase IISensitize a broad audience for aspects of stigma and discrimination and reduce their daily discriminative actsGenerate tangible changes on an institutional level. Prove the effectiveness of Phase with real success stories
23Key messages: exploring the theme of stigma and discrimination Goverment spendstoo much moneyon PLWHAMedical carerestrictionsOnly minoritygroups are facingthe problem of AIDSWorkplacehiring/firingLegal system’sdiscriminatory judgementsDenial of educationViolation againstminority groupsNo accessto AIDS medicationsSocietalignoranceOne-sidedmedia coverageFinanceWe have to payhigher health-care costsbecause of PLWHAIt is a developingworld diseasePrejudiceStigmaDiscriminationInfection isone’s own faultPunishmentby GodAt least it reducesthe populationof developingcountriesPLWHA deserveitPeople dieanyway, so whycare too much
24Which target groups are currently affected by these issues? PLWHA and their families and communitiesGovernmentEmployees and employersChildren/youthFaith-based organizationsLocal AIDS organizationsJournalistsHealth-care workersOther NGOs
25What 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 familiesWhat does thismean in termsof communication?We need a message thatmotivates PLWHA andtheir communitiesas well as all members ofsociety worldwide whichenables PLWHA to livetheir lives to the fullest.Members of society indeveloped countriesThey marginalize the problem of AIDSand have no insights about the daily strugglesand limitations confronting PLWHA, sinceprevention campaigns always focus on thedetails of infection.Members of society indeveloping countriesIn developing countries, AIDS is oftenviewed as a punishment by God or a poverty-related disease.Media/journalistsDo not have enough knowledge or backgroundinformation about the daily struggle confronting PLWHA.
26What are the assigned target viewpoints? HospitalsPLWHA are not getting the same medical treatment as others, because of fear of infection.What does thatmean in terms ofcommunication?PLWHA are not being offered the same business and education opportunities, because there‘s a common lack of career thinking regarding PLWHAEducationPLWHA are not getting the same justice asothers. They do not have sufficient legal protection from violence and biased verdicts.Judicial systemWe need a messagethat ensures broader access to all areas to let PLWHA livetheir livesFaith-based organizationsPLWHA do not get the same respect as othersbecause 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 theperception that it is not worth investing in people who will die anyway.Private companiesPLWHA 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
27The challenges of defining a common platform for: different areas related to stigma and discriminationdifferent age groupswomen and mendifferent ethnic environmentsdifferent target groupsdifferent socioeconomic contextsThe future communication platform has to:be an outstanding creative concept that generates impact without excessive spendingensure regional executional adaptationsensure a uniform worldwide tonalityThe potential core idea must be simple and flexible
28The core idea let live! Live and means: means: personal empowerment of PLWHA and their families to believe in a better futuresending a positive signal that underscores the importance of living life fullydemonstrating the necessity of standing up and fighting for rights on a daily basisemphasizing a powerful will to live, despite HIV infectionmeans:a message for institutions to ensure access to care for PLWHAa strong correlation with human rights inherent in ALL peoplea call to question everybody‘s daily thinking and behavioura call to society worldwide for greater integration of, and compassion for, PLWHA
29Why do we believe in this core idea? Because:It is positive and motivating for all involvedIt contains the most essential aspect related to AIDS: life.It is based on the most relevant needsIt is flexible enough to use for specific and/or local issues and communication measuresIt is relevant for all cultures, each gender, different age groups and socioeconomic contextsIt covers both civil and institutional domains
30Global positioning UNAIDS Live and let live Two-year objective Conventions to breakGenerate a broader global awareness of stigma and discrimination, and encourage social change.Several AIDS-related issues are ofteneither communicated in a harmless way oroperate with shocking and pessimisticimages. Normally, they focus only ona narrow target group.Target insightOnce PLWHA have accepted their destiny,their strongest wish is to live their life tothe fullest. However, they struggle dailywith the limitations caused by stigma anddiscrimination from other members of society.UNAIDSLive and let liveBrand personalityEmpowering, caring, progressive, open-minded, touching and sensitive peopleBrand beliefUNAIDS 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.