AIDS With Information Adv dvocacy & Activity Guide for HIV/AIDS Spinning the right message Wor orld ld Health h Organization Wes ester ern n Pacif acific ic Regional office
AIDS With Information Introduction AIDS has been the most devastating disease in recent history. An estimated 50 million people have been infected with HIV, the virus that causes AIDS, and about three million of whom die every year. In the Asia-Pacific Region, about one million people were newly infected with HIV in 2001. Despite significant international attention, the disease continues to spread. One of the chief reasons is a lack of knowledge. A recent United Nations study found the vast majority of the world s young people have no idea how HIV is transmitted or how to prevent infection. Misinformation, myths and ignorance about the disease allow the virus to spread and contribute to the stigma and discrimination surrounding AIDS. The need for information about HIV/AIDS is clear. Advocacy aims to go one step further. It aims to make the information powerful enough to influence thinking and initiate social change. With successful advocacy, policy-makers, individuals and the media can be motivated to take action. But what strategies to use? How to make messages effective? This short guide offers some ideas for good advocacy. It includes key definitions of important terms. The final part of this guide suggests possible activities to mobilize action. Such activities can work hand-in-hand with advocacy, raising awareness in an interesting, engaging way.
AIDS With Information What makes good advocacy? The AIDS epidemic presents considerable challenges. It requires that people change their behaviour. It also requires that governments change policies on subjects considered controversial or taboo, such as sex and drug use. Yet these are not an impossible tasks. Many countries have succeeded in bringing about positive change. One secret to success is good advocacy. But good advocacy requires planning and effort. This booklet provides a guide to do this. Five steps to successful advocacy: 1. Whom to reach define the target audience 2. What to say find the facts 3. How to say it package the message 4. How to sell work with the media 5. How to move mobilize others
AIDS With Information 1. Whom To Reach: Define The Audience The first step in advocacy is to decide which group of people to reach. This could be a certain community, leaders, local government or policy-makers. It is very important to identify the audience as the message varies with the audience. For example, local drug users will require very different messages from senior politicians. Advocates often aim to reach policy-makers, as they can direct social change by influencing policy and spending. For example, consider condoms. What good are messages on condom use, no matter how powerful, if condoms are not readily available or very expensive? A national policy to sell subsidized condoms in local convenience stores would help ensure a successful condom campaign. 2. What To Say: Find The Facts Information is power. It is also the cornerstone of advocacy. There must be a powerful argument to build a persuasive case. The information should: a) be credible, based on solid research; b) document the severity of the problem; c) demonstrate the proposed solution; and d) be relevant and localized for the audience. It is far more powerful to provide local information than general or national information. Data on the problem locally will have far more impact than global data. This may require some research. Success stories from other countries can be highlighted, but try using local examples.
AIDS With Information For long-term advocacy work, assess how to obtain local data. Look close to home for local data and focus on information showing trends. If possible, show what happens if no action is taken. Some suggestions for information to include are: How bad is the local AIDS epidemic? How many people get infected every year? How does the local epidemic compare to elsewhere (other states or countries)? Is the problem getting worse? How many people are getting infected now compared to a few years ago? Who are getting infected? Are they working people with families? How would their deaths impact their families? Are people well informed on HIV/AIDS? How much do current prevention activities cost and do they work? How many people are estimated to inject drugs? How many are likely to get HIV? 3. How To Say It: Package The Message We live in an information age. How much information do you see daily? How much do you read and remember? Decisionmakers often receive volumes of information through e-mail, the media and documents. To reach them, the information must stand out. Here are some tips: a) Keep it simple. The information should send the message clearly and quickly. Focus on few issues. Do not try to say too much. Discussing a few strong, facts will be far more powerful than listing lots of statistics. b) Make it catchy. Short, striking sound bites are most effective. Sound bites should aim to make people sit up and listen. The challenge is to send a strong message without being sensational. Stay objective and state the facts; do not use emotional, excessive language.
KEY MESSAGES ABOUT HIV/AIDS AIDS With Information What is HIV? HIV stands for Human Immunodeficiency Virus. It is so deadly because it specifically attacks the immune system, the very part of the body that defends us during infections. Initially, the body puts up a strong fight against HIV, but slowly loses the battle. This is why someone infected with HIV may look and feel well for years before becoming sick. What is AIDS? AIDS stands for Acquired Immune Deficiency Syndrome. It is a syndrome (a group of illnesses or conditions) resulting from a weakened (or deficient) immune system. Someone with HIV only develops AIDS after years of living with HIV, when the virus has destroyed much of the immune system. Someone with AIDS typically dies of diseases such as forms of pneumonia or cancer, which the person s weakened immune system cannot fight. These diseases are known as opportunistic infections. How do you know if you have HIV? HIV can be detected in the body by having an Antibody Test, which detects the presence of antibodies produced by the body in response to HIV. You are HIV-Positive if you have these antibodies in your blood. But these antibodies do not appear until two weeks or in some cases a few months after infection, a period known as the window period.
AIDS With Information Are there any symptoms for HIV? There may not be any signs or symptoms of HIV infection for years. Some people have flu-like symptoms about two to six weeks after infection, which last for a few days. Others show no signs at all until the immune system becomes weak and damaged several years later. KEY MESSAGES ABOUT HIV/AIDS How can someone get HIV? HIV can only be transmitted through blood, semen, vaginal fluids and breast milk. The majority of people in Asia have become infected through unprotected vaginal sex and sharing contaminated needles and syringes to inject drugs. HIV can also be transmitted through: blood transfusions (but many countries now have a safe blood supply); unprotected anal sex (which has a much higher risk of infection than vaginal sex); and pregnancy (an HIV positive woman has a 25%-30% chance of transmitting HIV to her unborn child). There are no cases of HIV being transmitted by saliva or tears, but theoretically, it is possible to become infected through oral sex, particularly if there are open sores or bleeding gums. The risk of contracting HIV from sexual intercourse becomes much higher in the presence of genital ulcers from sexually transmitted infections, which often go untreated in Asia.
AIDS With Information c) Say something new, offer something fresh. The audience has probably heard many message about AIDS before, so what makes yours stand out? Try to find recent research, new facts, new trends and developments. It is especially important to offer new information to the media. But remember what may be relatively old news to those in the field may be new to the target audience. d) Always remember the target audience. What information or language is relevant to them? Do research on this. People will listen more closely to messages that directly concern them. For example: i. Politicians and policy-makers are interested in public opinion and social and economic impacts. ii. Journalists seek information with news value interesting, new information that appeals to the local public. Controversies and celebrities also attract the media. (See next section) iii. Health workers may want information related to their work. iv. Businesses may look at the impact of AIDS on their workforce. v. AIDS organisations will require detailed and specific information. For example, a drug rehabilitation centre needs specific information on drug users. Indicate what impact their action will have. e) Use visuals when possible. Images have a more immediate impact than words. In presentations or speeches, try to use slides, posters and other visuals. Video clips may be costly to produce, but other organizations may have some that can be used. Give suggestions for photographs to the media.
AIDS With Information 4. How To Sell: Work With The Media The media is probably the most powerful vehicle for advocacy. But it is extremely important to carefully plan how to communicate information to the media. When and how should the information be released and to whom? In what format? The following should be considered first: Timing This is critical. Try to find a hook for the story. Is there a date, conference, colourful event, study, development or sporting event that the story can be linked to? World AIDS Day is a good event to work with. Press conferences This is held to announce a news story and allow selected speakers to address the media. Inform the press well in advance through a media advisory, which should give details of the event and a short description of the issue. Try inviting notable figures to interest the media. But make sure that the news story deserves a press conference. Celebrities - Try to get well-known entertainment and sports celebrities to bring attention to the cause. Give information in the format used by the media: News releases This begins with a strong, newsworthy first paragraph that summarizes the most important information. The release has a strict style and should contain the what, when, where, who and why for the story. The story must be strong and compelling. Feature stories These are longer and more in-depth. It is better to discuss doing a feature with someone from the chosen media organization. Human interest subjects, such as someone s personal story, or significant or dramatic stories are good choices for features. Editorials/Op-eds Pitch a strong argument to an editor. Observe the paper s style. Opinion pieces can be a powerful way to make a statement. Letters to the editor Letters can respond to a recent event or news story. Make them short and concise.
AIDS With Information 5. How To Move: Mobilize Others Many voices are stronger than one. Forming alliances and coalitions with similar organizations makes the message louder and more difficult to ignore. There is strength in numbers and diversity. The most effective coalitions comprise a wide variety of organizations, from those dealing with prisoners or poverty to religious bodies. Form a nucleus with a few partners. Use an event such as World AIDS Day to forge links. Have a focus and a plan for action. New partners need to know how they can help as do volunteers. People tend to get involved in causes where they can make a real difference and can participate in practical, fulfilling ways. Activities There are many more ways to send a message besides the media. And they can be conveyed by a variety of means - including telephone cards, t-shirts and key chains. The more creative the message, the more interest it generates. Reach out to groups most vulnerable to HIV infection through drug rehabilitation centres, prisons or youth centres. Here are some ideas: Art competitions Hold a competition for posters, drawings or paintings related to HIV/AIDS. Be a buddy Establish a buddy system so people affected by the disease have a buddy for support. Community events Reach a particular community by organizing an appropriate event.
AIDS With Information Health workers training It is vital that health workers are well informed about HIV/AIDS and universal precautions. In most areas, they receive little training. Gatherings, marches or rallies Make a presence and send a strong message by uniting with other groups. Peer education Find a spokesperson to share a message with his/her peer group, which could be schoolchildren, drug users, truck drivers or young men. Plays Tell a story through drama. It can be powerfully emotive and increase empathy for PHA. Quizzes or questionnaires Test people s knowledge about the disease in a fun way. Hold a quiz at a public venue, such as a cafe or mall, or get it published in the media with the offer of a prize. Red ribbons Encourage people to take a stand and wear a red ribbon on a particular day, such as World AIDS Day. Distribute red ribbons. Religious talks Get a religious leader to give a talk, possibly in a place of worship, to help bridge gaps between prevention messages and religious beliefs. Shows and street festivals Fun, interactive and colourful events can attract people who may not otherwise join AIDS events. Sports events Send a healthy message to young people in a positive environment. Talks Let someone affected by the disease tell their story. It can be compelling and moving. It is believed that this will help demystify the disease and generate empathy, which helps to reduce stigma. Television Work with talk-show hosts or soap opera writers to get them to include HIV/AIDS messages. Volunteer work Get people involved. Bring them to the cause. Get them to participate in practical ways, such as giving out information or providing care at a hospice.
AIDS With Information useful websit ebsites: es: http://www.unaids.org www.aegis.com. HIV/STI UNIT Wor orld health h organization Regional office for the western pacific Unit nited Nations Avenue 1000 manila philippines TeL: (632) 528 8001 Fax: (632) 521 1036 email: hsi@wpro.who.int