AFEW: Projects >> First Mass Media Campaign on Safer Sex & Solidarity with PLWHA (Ukraine) >> Campaign Background Info

Campaign Background Info

An exploratory study conducted by MSF in Ukraine in July 1999, revealed huge stigmatisation and discrimination among the general public towards people living with HIV/AIDS.

According to the survey, people with HIV/AIDS are often rejected by their friends and families, fired from jobs and removed from their houses. Medical workers sometimes mistreat people with HIV and testing for HIV is usually done without any counselling or informed consent. Among medical workers and the general population, information on HIV/AIDS infection, transmission, treatment and prevention is scarce.

To counteract this attitude experienced by this vulnerable group of people and as there have been no mass media solidarity campaigns for people living with HIV/AIDS in Ukraine before, MSF initiated a solidarity programme. The programme aims to contribute to the education of general population in Ukraine and to prevent further stigmatisation towards people living with HIV/AIDS.

MSF initiated in-depth research on knowledge, attitude and behavioural attitudes towards HIV/AIDS. A survey was conducted among 1,200 Ukrainian citizens living in Kiev, Lviv and Odessa. A series of focus-group discussions and in-depth interviews were also held with people living with or without HIV/AIDS.

The research showed relatively high awareness of the issue of HIV/AIDS - two out of three of the respondents consider HIV/AIDS a serious problem. The general attitude towards people living with HIV/AIDS was quite positive. The majority of respondents pity people with HIV/AIDS (93%), and results found a general willingness to help and support these people. Also, the majority of respondents think that the state should give people living with HIV/AIDS more support (90%) and that they would help an HIV-infected friend or relative (90%).

However, results of the survey found a reluctance among the respondents to be in everyday contact with people with HIV/AIDS. Over half of the respondents would avoid contact with people with HIV/AIDS (52%) and most of the people would not feel comfortable if their child had an HIV-infected friend (68%). Also, the majority of respondents are afraid of people with HIV/AIDS (67%), and almost half of the respondents think that they should be separated from society (47%).

These attitudes correlate with a high level of misconceptions about HIV/AIDS. Although the majority of respondents are aware of the modes of HIV transmission, most believe that everyday contacts like sneezing, coughing, using the same crockery and even being in the same room as a person with HIV/AIDS, can lead to infection.

The strategy for the mass media solidarity campaign was devised on the results of this and further international academic research, together with MSF and other international expertise. The designs and materials - all extensively tested in focus-group discussions and interviews with members of the target group - were also devised on the results of the research.

The campaign is targeted at people aged between 15 and 50 years old, from all groups and levels of society, with different backgrounds, experiences, sexual preferences and levels of education. The aim of the campaign is to provide extensive and relevant information about HIV and AIDS to reduce negative emotions like fear and blame. Also, by using personal stories and experiences of people who have been in contact with people living with HIV/AIDS, the campaign aims to help people to deal with their emotions when confronting similar situations.

The campaign could serve as a model for further development of sustainable campaigning on a national level, in cooperation with and by means of national organisations. Several organisations have already gained experience of HIV/AIDS campaigning by being involved with this MSF campaign at different stages of its development.

The campaign materials include a 30-second video commercial, a radio commercial and posters and banners for outdoor advertisements in metro trains and on billboards. Informational leaflets, an internet site and internet banners, calendars and stickers have also been produced. All the materials portray similar images and the same slogan, which will help to attract people's attention and allow people to understand the campaign in its entirety.

The message of the campaign is:

"When people encounter the topic of HIV/AIDS they can have questions and feel different emotions. You might also want to know the facts and the way to deal with your emotions. You can make a choice to get acquainted with the facts and to learn from personal experiences of others."

The slogan is: "You should know more about HIV and AIDS!"

The campaign will last for one year. It will commence on March 20 in Kiev and maybe extended to other regions later.

The campaign has been developed and implemented with the kind support of the Ministry of Health of Ukraine and Kiev City State Administration. MSF welcomes and urges the mass media structures to support and make their input into the implementation of the campaign.