I first learned about AIDS when I worked as a newspaper reporter in Vancouver in the mid-1980s. AIDS Vancouver, one of the first AIDS support organizations in Canada, was in its infancy, and little was known about this mystery disease other than it only seemed to affect gay men who were dying of a strange form of pneumonia in various North American cities.
When it became known that AIDS was actually a global epidemic that also affected heterosexual men and women, people everywhere reacted with fear, shock and stigma.
Fast forward to October 2011, when I was hired by Northern Health to work as a communications officer on the provincially-funded STOP HIV/AIDS pilot project. Things haven’t changed much since the 1980s. Mention HIV/AIDS now and many people still react with fear, shock and stigma — mainly because they’re woefully uneducated on all things related to HIV/AIDS.
What has changed is that HIV is now considered a manageable chronic disease — it’s no longer an automatic death sentence. That’s where Northern Health’s STOP HIV/AIDS pilot project comes in. The project has been operating since 2010 and on May 29, 2012, we launched the education/awareness component of the project. As communications lead, I’ve had the opportunity to work with talented consultants, dedicated community partners and Northern Health staff on this education/awareness campaign. We’re giving northerners the facts about HIV. We’re telling them that HIV affects everyone: all genders, all ages, all races. We’re encouraging people to take an HIV test and, if necessary, seek treatment to control the disease which will allow them to lead longer, healthier lives.
Our aggressive campaign, running in communities across northern B.C., features newspaper, radio, TV and billboard ads; a new website, hiv101.ca; and catchy drink coasters, posters and other promo items all encouraging people to take an HIV test. We also created the very powerful video posted below.
It’s been a real team effort — and a very emotional one. It’s been heartbreaking to hear people living with HIV describe how they were diagnosed with the virus and, in some cases, shunned by their families and friends.
On the flip side, it’s been truly inspiring to work with people who’ve bravely allowed their photos and words to be used in our very public campaign. Their courage has enabled us to begin breaking down barriers about HIV in the north, and getting people talking about how to combat its spread. As the Canadian HIV/AIDS Legal Network points out, “Reducing the stigma and discrimination surrounding HIV/AIDS is key to both stopping the spread of the epidemic and improving the quality of life of people living with the disease.”
I’m not sure how many people we’ll actually reach with our STOP HIV/AIDS campaign. Some people say that our year-long education/awareness campaign will reach a saturation point, with our HIV/AIDS messages eventually ignored. I respond that behaviour change can take years to occur. The fact that we’re still fighting stigma about HIV more than 25 years after AIDS first appeared tells me that we still have much work to do. But I’m optimistic that if we and others persist with our education efforts that, perhaps one day, the stigma around HIV can be eliminated — along with the disease itself. For more information, visit hiv101.ca.
About Joanne MacDonald
Joanne MacDonald is a communications officer at Northern Health where she works on a number of projects, including the STOP HIV/AIDS program and integrated health services. Prior to joining Northern Health, Joanne worked in the journalism and communications fields in the lower mainland, Whitehorse and Ottawa. She keeps active by taking Zumba and spinning classes. She lives with her husband in Prince George.