Transcript World AIDS Campaign 2002-2003

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 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
World AIDS Day declared by WHO in 1988
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1988:
1989:
1990:
1991:
1992:
1993:
1994:
1995:
1996:
A world united against AIDS
Our lives, our world – let’s take care of each other
Women and AIDS
Sharing the challenge
AIDS – a community commitment
Time to act
AIDS and the family
Shared rights, shared responsibilities
One world, one hope
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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
Children, young people and AIDS
Men and AIDS
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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 theme for
2002-2003
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 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 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?
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 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 settings and services
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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
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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?
• 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
• ’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
• 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 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 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
• 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 campaign
partner
partner
partner
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 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
• 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
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
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Phase II:
Actiondriven measures
Drive action at
institutional levels
2003/4
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
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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 the theme
of stigma and discrimination
PLWHA deserve
it
Only minority
groups are facing
the problem of AIDS
Infection is
one’s own fault
We have to pay
higher health-care costs
because of PLWHA
Punishment
by God
People die
anyway, so why
care too much
Goverment spends
too much money
on 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 by these issues?
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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?
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?
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 platform for:
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different areas related to stigma and discrimination
different age groups
women and men
different ethnic environments
different target groups
different socioeconomic contexts
The 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 live!
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
• 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 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 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.
Brand personality
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.