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Stigma and Discrimination World AIDS Campaign 2002-3 World AIDS Day, 1 December: a primary vehicle for AIDS awareness One of the most successful international.

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Presentation on theme: "Stigma and Discrimination World AIDS Campaign 2002-3 World AIDS Day, 1 December: a primary vehicle for AIDS awareness One of the most successful international."— Presentation transcript:

1 Stigma and Discrimination World AIDS Campaign 2002-3 World AIDS Day, 1 December: a primary vehicle for AIDS awareness One of the most successful international days Peoples 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 Stigma and Discrimination World AIDS Campaign 2002-3 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 Stigma and Discrimination World AIDS Campaign 2002-3 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 – lets 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 2002-3 Stigma and discrimination World AIDS Campaign theme for 2002-2003

5 Stigma and Discrimination World AIDS Campaign 2002-3 Live and let live World AIDS Campaign slogan

6 Stigma and Discrimination World AIDS Campaign 2002-3 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 Stigma and Discrimination World AIDS Campaign 2002-3 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 Stigma and Discrimination World AIDS Campaign 2002-3 What is the campaigns main objective? To help prevent, reduce or eliminate stigma and discrimination wherever they occur and in all their forms

9 Stigma and Discrimination World AIDS Campaign 2002-3 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 World AIDS Campaign 2002-3 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 Stigma and Discrimination World AIDS Campaign 2002-3 Factors compounding stigma and discrimination Gender Sexual orientation Race Religious beliefs Place of residence/profession Social status

12 Stigma and Discrimination World AIDS Campaign 2002-3 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 Stigma and Discrimination World AIDS Campaign 2002-3 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 Stigma and Discrimination World AIDS Campaign 2002-3 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 Stigma and Discrimination World AIDS Campaign 2002-3 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.

16 Stigma and Discrimination World AIDS Campaign 2002-3 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 Stigma and Discrimination World AIDS Campaign 2002-3 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 Stigma and Discrimination World AIDS Campaign 2002-3 Global teamwork with different players UNAIDS campaign Measures & efforts NGOs, government heads, Health Ministers, local institutions Country-specific institutions PLWHA, their families, other society members Individuals Hospital, health-care centres, schools, churches, the judicial system, companies Employees of institutions Society s leaders Influencers Media Journalists Influencers partner Red Cross campaign Gov. prevention programmes

19 Stigma and Discrimination World AIDS Campaign 2002-3 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 Stigma and Discrimination World AIDS Campaign 2002-3 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 Stigma and Discrimination World AIDS Campaign 2002-3 of a variety of aspects related to stigma and discrimination Two-phase approach Phase I: Phase II: Raise broad awareness Drive action at institutional levels Action- driven measures 2002 2003/4 WORLDAIDSDAYWORLDAIDSDAY

22 Stigma and Discrimination World AIDS Campaign 2002-3 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. Sensitize a broad audience for aspects of stigma and discrimination and reduce their daily discriminative acts Phase I Phase II Generate tangible changes on an institutional level. Prove the effectiveness of Phase 1 with real success stories

23 Stigma and Discrimination World AIDS Campaign 2002-3 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 systems discriminatory judgements Denial of education Violation against minority groups No access to AIDS medications Societal ignorance One-sided media coverage Finance restrictions We have to pay higher health-care costs because of PLWHA It is a developing world disease Prejudice Stigma Discrimination Infection is ones 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 Stigma and Discrimination World AIDS Campaign 2002-3 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 Stigma and Discrimination World AIDS Campaign 2002-3 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. 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. What does this mean in terms of communication? 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. In developing countries, AIDS is often viewed as a punishment by God or a poverty- related disease. Do not have enough knowledge or background information about the daily struggle confronting PLWHA. PLWHA/their familiesMedia/journalists Members of society in developed countries Members of society in developing countries

26 Stigma and Discrimination World AIDS Campaign 2002-3 What are the assigned target viewpoints? We need a message that ensures broader access to all areas to let PLWHA live their lives What does that mean in terms of communication? HospitalsEducationJudicial system Faith-based organizations Private companiesHealth-care settings PLWHA are not getting the same medical treatment as others, because of fear of infection. PLWHA are not being offered the same business and education opportunities, because theres a common lack of career thinking regarding PLWHA PLWHA are not getting the same justice as others. They do not have sufficient legal protection from violence and biased verdicts. 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 theres still the perception that it is not worth investing in people who will die anyway. 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.

27 Stigma and Discrimination World AIDS Campaign 2002-3 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 Stigma and Discrimination World AIDS Campaign 2002-3 The core idea 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 everybodys daily thinking and behaviour a call to society worldwide for greater integration of, and compassion for, PLWHA Live let live! and

29 Stigma and Discrimination World AIDS Campaign 2002-3 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 Stigma and Discrimination World AIDS Campaign 2002-3 Brand belief Two-year objective Target insight Conventions to break 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. 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. 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. UNAIDS Live and let live Brand personality Empowering, caring, progressive, open-minded, touching and sensitive people Generate a broader global awareness of stigma and discrimination, and encourage social change. Global positioning


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