Campaign under way to reduce HIV discrimination

The National Family Planning Board (NFPB) has embarked on a public education campaign titled, 'Champions for Change', aimed at building awareness and promoting the reduction of stigma and discrimination against persons living with HIV.

The campaign was conceptualised against the background that despite stigma and discrimination-reduction efforts, these issues remain deeply rooted in the Jamaican social construct and continue to threaten the gains being realised in the National HIV prevention and treatment response.

Speaking at a JIS Think Tank on Tuesday, Director, Enabling Environment and Human Rights Unit at the NFPB, Karlene Temple Anderson, explained that while there is free treatment and health facilities across the country that allow services to be available and accessible, persons are still afraid to access the services.

The campaign has a two-pronged approach. There is a media component that includes the development of television and radio commercials as well as infographics and interviews. The second component is the engagement of three Champions for Change ambassadors who will support and promote the key messages that should lead to the reduction of stigma and discrimination.

They are former political ombudsman Donna Parchment-Brown, medical doctor and musician Dr Mario Evon Guthrie, and creative director, marketer and musician Dimario McDowell.