Mass media campaigns
AFEW recognises mass media campaigns as an important force for social change, particularly on issues related to HIV.
Campaigns raise awareness and provide the public with information to help dissuade common myths and misconceptions about HIV and to reduce HIV-related stigma and discrimination. Similarly, media campaigns play a fundamental role in motivating people to reflect upon their personal habits and encourage steps towards safer and healthier lifestyles.
AFEW launched its first mass media campaign in 1997 in Russia on ‘Safer Sex’. Since then, AFEW and its local partners have continued to lead the way with campaigns in Kazakhstan, Moldova, Mongolia, Russia, Tajikistan and Ukraine with messages on ‘Safer Sex’, ‘Solidarity with People Living with HIV (PLHIV)’, and ‘Access to Antiretroviral Therapy’.
Rooted in international experience and best practices, AFEW’s mass media campaign messages address issues such as safer sex, solidarity with PLHIV and access to antiretroviral treatment. Nationwide television and radio public service advertisements are combined with the large-scale distribution of information materials, outdoor advertisements and public events. AFEW works closely with local partners and authorities when developing and communicating specific messages.