Stigma and Discrimination World AIDS Campaign 2002 3

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Stigma and Discrimination World AIDS Campaign 2002 -3 World AIDS Day, 1 December: a

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 • People’s day: awarenessraising activities take place in almost every country • A significant media event • AIDS organizations mobilize • High-level government officials speak out • Donors commit funds

Stigma and Discrimination World AIDS Campaign 2002 -3 The World AIDS Campaign • Repositioning

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

Stigma and Discrimination World AIDS Campaign 2002 -3 World AIDS Day themes so far

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 – 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

Stigma and Discrimination World AIDS Campaign 2002 -3 Stigma and discrimination World AIDS Campaign

Stigma and Discrimination World AIDS Campaign 2002 -3 Stigma and discrimination World AIDS Campaign theme for 2002 -2003

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

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

Stigma and Discrimination World AIDS Campaign 2002 -3 Why stigma and discrimination Stigma and

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

Stigma and Discrimination World AIDS Campaign 2002 -3 Why stigma and discrimination I believe

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

Stigma and Discrimination World AIDS Campaign 2002 -3 What is the campaign’s main objective?

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

Stigma and Discrimination Stigma • It is created by individuals and society • It

Stigma and Discrimination 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 World AIDS Campaign 2002 -3

Stigma and Discrimination World AIDS Campaign 2002 -3 Stigma and discrimination occur in different

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

Stigma and Discrimination World AIDS Campaign 2002 -3 Factors compounding stigma and discrimination •

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

Stigma and Discrimination World AIDS Campaign 2002 -3 Is it just about PLWHA? •

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.

Stigma and Discrimination World AIDS Campaign 2002 -3 Internalized stigma • ’Perceived’ and ’enacted’

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.

Stigma and Discrimination World AIDS Campaign 2002 -3 How to address internalized stigma •

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)

Stigma and Discrimination World AIDS Campaign 2002 -3 Different approaches to reducing stigma and

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.

Stigma and Discrimination World AIDS Campaign 2002 -3 The response has to be multi-pronged

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 Loss of human rights Stigma attitude result Discrimination act

Stigma and Discrimination World AIDS Campaign 2002 -3 Campaign entry points can vary •

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

Stigma and Discrimination World AIDS Campaign 2002 -3 Global teamwork with different players UNAIDS

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

Stigma and Discrimination World AIDS Campaign 2002 -3 Global vs. local perspective • The

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.

Stigma and Discrimination World AIDS Campaign 2002 -3 Role of the UNAIDS campaign •

Stigma and Discrimination World AIDS Campaign 2002 -3 Role of the UNAIDS campaign • Raise broad awareness with regard to 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

Stigma and Discrimination World AIDS Campaign 2002 -3 Two-phase approach Phase I: Raise broad

Stigma and Discrimination World AIDS Campaign 2002 -3 Two-phase approach Phase I: Raise broad awareness of a variety of aspects related to stigma and discrimination 2002 W O R L D A I D S D A Y Phase II: Actiondriven measures Drive action at institutional levels 2003/4

Stigma and Discrimination World AIDS Campaign 2002 -3 Objectives of the two phases –

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

Stigma and Discrimination World AIDS Campaign 2002 -3 Key messages: exploring theme of stigma

Stigma and Discrimination World AIDS Campaign 2002 -3 Key messages: exploring theme of stigma and discrimination PLWHA deserve it Only minority groups are facing the problem of AIDS Infection is one’s own fault Punishment by God People die anyway, so why care too much Goverment spends too much money on PLWHA We have to pay higher health-care costs because of PLWHA Stigma Prejudice It is a developing world disease Discrimination Denial of education Violation against minority groups Workplace hiring/firing Medical care restrictions Finance restrictions One-sided media coverage Legal system’s discriminatory judgements Societal ignorance No access to AIDS medications At least it reduces the population of developing countries

Stigma and Discrimination World AIDS Campaign 2002 -3 Which target groups are currently affected

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

Stigma and Discrimination World AIDS Campaign 2002 -3 What are the assigned target viewpoints?

Stigma and Discrimination World AIDS Campaign 2002 -3 What are the assigned target viewpoints? PLWHA/their families Members of society in developed countries 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. 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 povertyrelated disease. Media/journalists Do not have enough knowledge or background information about the daily struggle confronting PLWHA. 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.

Stigma and Discrimination World AIDS Campaign 2002 -3 What are the assigned target viewpoints?

Stigma and Discrimination World AIDS Campaign 2002 -3 What are the assigned target viewpoints? Hospitals PLWHA are not getting the same medical treatment as others, because of fear of infection. Education PLWHA are not being offered the same business and education opportunities, because there‘s a common lack of career thinking regarding PLWHA Judicial system Faith-based organizations Private companies Health-care settings 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 there‘s 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. What does that mean in terms of communication? We need a message that ensures broader access to all areas to let PLWHA live their lives

Stigma and Discrimination World AIDS Campaign 2002 -3 The challenges of defining a common

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 ØThe potential core idea must be simple and flexible 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

Stigma and Discrimination World AIDS Campaign 2002 -3 The core idea Live and let

Stigma and Discrimination World AIDS Campaign 2002 -3 The core idea Live and let live! 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 • 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

Stigma and Discrimination World AIDS Campaign 2002 -3 Why do we believe in this

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

Stigma and Discrimination World AIDS Campaign 2002 -3 Global positioning Two-year objective Conventions to

Stigma and Discrimination World AIDS Campaign 2002 -3 Global positioning Two-year objective Conventions to break 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. Brand personality Generate a broader global awareness of stigma and discrimination, and encourage social change. Target insight UNAIDS Live and let live 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. 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.