New Media Campaign Targeting
Hiv-Related Stigma & Discrimination In Caribbean Youth
PANCAP’s
Caribbean Regional Social Marketing Project (CARISMA) will be rolling out a new
media campaign in five English speaking Caribbean countries (Antigua and
Barbuda, Dominica, Grenada, Guyana and Saint Lucia) on July 25, 2012. The
campaign aims to generate more compassion and respect for individuals living
with HIV. Funded by KfW (The German Development Bank), the campaign will target
young people between the ages of 16-24, and will build on past Regional efforts
by increasing awareness of how HIV-related stigma and discrimination is
perpetuated. It will provide young people with knowledge and skills to
challenge harmful social norms linked to the issue.
The
multimedia campaign will include television spots, a music video, radio, print
and social media that communicate the campaign's key messages: True Friends Don’t Discriminate and “I
will stand up for friends with HIV and stand against Stigma and
Discrimination!” Following the launch of the campaign, youth will be able to
access media material and linkages to resources in their respective countries
on a dedicated website www.facebook.com/truefrenz4life
The
campaign was developed by Howard Delafield International (HDI) and their
Guyana-based creative partner AstroArts International Marketing and their
regional media placement partner, REACH Caribbean. The team was selected
through a competitive bidding process led by PANCAP and the CARISMA Management
partner, Options Consultancy. An assessment of the campaign’s impact will be
undertaken at its conclusion in October 2012.
The
PANCAP CARISMA Project was established in 2005 to support social marketing
initiatives in 13 countries in the region. The second phase of the project,
ending in December 2012, seeks to address stigma and discrimination in the
region and targets those groups most vulnerable to contracting HIV/AIDS,
including young people.
For
further details, contact: Valerie Beach Horne, Strategic Information and
Communication Officer vbeachhorne@caricom.org
or pancap@caricom.org
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