Video Clips
Phase 3 – Stigma
The 3rd Phase of the YOU campaign focuses specifically on stigma as a key driver of HIV infection. The ads create a series of vignettes with individuals, families and communities overcoming the stigma associated with HIV/AIDS.
The ads specifically highlight the following behaviours:
- The importance of open communication among family (particularly parents and their teenage children) and between friends and sexual partners about HIV/AIDS, sexual behavior and HIV-testing as a routine part of good health management;
- The role of individuals in leading by example (e.g. by speaking out publicly) to confront the taboos around HIV-testing, and the perceived stigma associated with HIV/AIDS generally;
- Emphasis on the caring traditions of African family and community life, and the need to respond in caring and inclusive ways to individuals and families infected and/or affected by HIV/AIDS;
- The importance of routine HIV-testing as a regular part of life, and the most essential key to HIV prevention and/or treatment;
- Promotion of the understanding that the goal of an HIV-free Africa is everybody’s responsibility and all Africans must consider how they as individuals, and with family, community and nations can contribute to this goal.
It Begins With YOU!
