1. Making Sure Messages Reduce Stigma and do not Stigmatize Anne Stangl, PhD SARDM Grantees Media Training: World Bank September 4, 2008

2. Presentation Overview Unintended consequences of HIV-media messaging How media messages can stigmatize Stigma-reduction messaging fundamentals Examples & Discussion Questions and Answers

3. “Because reporting on HIV and AIDS ultimately deals with matters of life and death, and because many people will form their understanding of HIV and AIDS through the media, the story must be approached with clarity, precision, and sensitivity”. Reporting Manual on HIV/AIDS Kaiser Family Foundation http://www.kff.org/hivaids/7124-02.cfm

4. Unintended Consequences of HIV-related Media Messaging

5. The Media and Stigma Language can maintain and reinforce stigma and discrimination Photographs, illustrations and videos can propagate stereotypical images/ideas that reinforce stigma Providing general HIV awareness without also providing stigma-specific messages can increase stigma

6. Stigmatizing Language

7. Incorrect Terminology* *UNAIDS Preferred Language for Reporting on HIV and AIDS Wrong TerminologyCorrect Terminology AIDS virusHIV HIV/AIDSHIV AIDS (only when referring to AIDS) HIV and AIDS PromiscuousThis is a value judgment and should be avoided Risk groupRisk Risky sexUnprotected sex

8. Example 1 Sexual promiscuity is the primary cause of the spread of HIV/AIDS Unprotected sexual intercourse with an HIV-infected person is the primary cause of the spread of HIV

9. Example 2 To this date there is no adequate treatment for AIDS To this date, there is no cure for HIV infection.

10. Insensitive Language* * UNAIDS Preferred Language for Reporting on HIV and AIDS StigmatizingPreferred PLHA or PLWHAPeople living with HIV or Person with HIV HIV patient, AIDS patientPerson living with HIV Positives or HIVersPeople living with HIV AIDS/ HIV carrierPerson living with HIV AIDS victim or AIDS suffererPerson with HIV Died of AIDS, to die of AIDSDied of AIDS-related illness

11. Insensitive Language* (cont’d) * UNAIDS Preferred Language for Reporting on HIV and AIDS StigmatizingPreferred VictimPerson living with HIV SuffererPerson living with HIV ContaminatedDo not use Innocent (victim)Do not use AIDS orphansChildren orphaned by AIDS

12. Example 3: Article from India “The objective of the game show is to reduce stigma and discrimination towards the people living with HIV/AIDS through awareness to the masses...It aims to reduce the increasing infection of people of the south east Asia by the dreaded HIV/AIDS…”

13. Stigmatizing Images

15. “I also watch the TV, which broadcasts programs…showing many [persons with HIV]. They look disgusting. Only getting [HIV] such as shown on TV is frightening, but if you are [HIV] positive and healthy like me, there is nothing to be afraid of. They said that persons who get [HIV] should be sent to something like a concentration camp to live together, they should not [be] let outside.” (Woman living with HIV, Viet Nam)

16. Stigmatizing Posters from Viet Nam Drug-AIDS, scourge of the century Stay away from drugs

18. Examples: Public Service Announcements http://www.bbc.co.uk/worldservice/trust/what wedo/where/asia/india/2008/04/080407_india _hiv_project_millionaire_psa_video.shtmlhttp://www.bbc.co.uk/worldservice/trust/what wedo/where/asia/india/2008/04/080407_india _hiv_project_millionaire_psa_video.shtml http://www.bbc.co.uk/worldservice/trust/what wedo/where/asia/cambodia/2008/04/080407_ cambodia_hivaids_mch_project_srey_pov_vi deo.shtmlhttp://www.bbc.co.uk/worldservice/trust/what wedo/where/asia/cambodia/2008/04/080407_ cambodia_hivaids_mch_project_srey_pov_vi deo.shtml

19. Lack of Stigma-specific Messaging

20. Example: Reducing HIV Stigma among Chinese Americans Messages were intended to increase awareness about HIV in general and enhance communication about HIV No stigma specific messages developed HIV awareness messages ended up increasing shame and blame

21. Stigma Reduction Messaging Fundamentals

22. Three immediately “actionable” causes –Awareness & knowledge of stigma –Fear of casual contact –Values linking People Living with HIV with behaviors considered improper or immoral Best to address all 3 causes, instead of focusing on a single cause Address the Causes of Stigma

23. Pair HIV Knowledge with Stigma- Specific Messages Providing HIV knowledge alone can lead to fear Discuss the facts about how HIV can and cannot be transmitted Dispel local myths and fears about HIV transmission Include stigma-specific messages

24. Summary Use correct terminology Use non-stigmatizing language and images Portray people with HIV living positively, not depressed or ostracized

25. Summary (cont.) Address all 3 causes of stigma Address fears that are specific to your context Include stigma-specific messages in along with HIV awareness messages

26. Thank you!