Provincial Campaign to End HIV Stigma

At a media launch on June 29th, 2006 the BC Persons With AIDS Society unveiled details of its year-long province-wide campaign to end HIV-related stigma. The campaign, running July 1^st 2006 - June 30^th 2007 was made possible by the BC Association of Broadcasters (BCAB) who, earlier in 2006, selected the BCPWA Society as the 2006/2007 recipient of the Humanity Award, entitling the Society to extensive broadcast media exposure valued at roughly $3 million [ About the Humanity Award ]. The campaign included three components: a series of TV and radio advertisements, a website [ www.endHIVstigma.ca ], and a toll-free telephone line British Columbians seeking information and support.

There was a broad selection of media represented at BCPWA Society's June 29th campaign to end HIV stigma launch event.

BCPWA Society Chair, Paul Lewand, presents an appreciation award to Jim Rusnak, President of the BC Association of Broadcasters, for selecting the Society as the 2006 - 2007 recipient of the BCAB Humanity Award.

TV & RADIO ADS

The intentionally provocative content of the radio and television advertisements aimed to draw attention to the seriousness of the issue of HIV-related stigma. One ad features a typical conversation between a mother and her adolescent daughter; however, in this case, the mother's words and mannerisms communicate shame, blame, and fear around her daughter's promiscuity, drug use, and consequent HIV infection, but her tone conveys pure maternal affection. Similarly, in the second ad, two male acquaintances cross paths in a neighbourhood grocery store; while the tone of their exchange is very personable, the words reflect blatant homophobia and AIDS-phobia. For both advertisements, the tagline that follows is: Fortunately, we don't always say what's on our minds. It's time to change the way we think about HIV and AIDS.

"This campaign highlights the impact of living in a culture that appears polite and accepting on the surface, but still harbours deep rooted prejudices that are expressed in subtler ways," says the BCPWA Society's Board Chair Paul Lewand. Most people recognize and disapprove of discrimination in areas like employment, housing and health care, Lewand explains. But stigmatization isn't always so straightforward. "We want to spur discussion among families and communities to dispel myths and prejudices associated with HIV", he says.

WEBSITE

The website component of the campaign, [ www.endHIVstigma.ca ], provided radio listeners and television viewers of the ad a resource to explore further information about HIV and AIDS-related stigma and discrimination. The website includes low resolution versions of both television commericials and the remaining content of the site explores the complex social phenomenon of stigma (explicit, implicit, and internalized) and proposes individual, community, and political responses to move our society beyond discriminatory practices and cultural attitudes. The website also allows visitors to test their knowledge through a Fact vs. Fiction quiz, provided some epidemiological information about HIV in BC as well as a series of links to programs and services provided through the BCPWA Society. In addition, a brief feedback survey to assess the public's knowledge, attitudes, and opinions about the advertising campaign is also included on the website.

Behind this compelling campaign was Canada's largest advertising agency, the award-winning [ Cossette Communications Group ]. They created the advertisements, in consultation with a working group comprised of selected BCPWA Board and staff members and in conjunction with [ Steam Films ], a local production company. The campaign website was developed by [ Fjord Interactive + Marketing ], a division of Cossette. Richard Hadden, President and Creative Director of Cossette, describes the creative rationale: "Twenty-five years after the epidemic began, there has been tremendous progress in the areas of science and prevention, but the social stigma attached to the disease lives on. We felt it crucial for our campaign to take a very direct look at exposing and confronting some of the ill-informed prejudices that those living with HIV have to confront every day."

TOLL-FREE PHONE LINE

A toll-free telephone line was also set up so that non-Internet users, and individuals preferring more personalized communication, could share experiences and direct their questions to someone with related knowledge and experience. The phoneline also functioned as a an additional method of measuring community response with respect to the advertising campaign.

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