Scotland Launches First New HIV Awareness Ad in 40 Years: Stigma More Harmful Than Virus
Scotland is launching its first new HIV awareness ad in 40 years, highlighting the harmful effects of stigma surrounding the virus. The powerful television campaign, set to air on STV, aims to educate viewers and challenge misconceptions by emphasizing that those living with HIV can lead normal, healthy lives.
The advert marks a departure from the fear-based messaging of the past, which portrayed HIV as a deadly disease without a cure. In contrast, the new campaign will emphasize that with effective medication, people with HIV can live fulfilling lives and cannot transmit the virus to others.
Emma McAnally, who was diagnosed with HIV seven years ago, expressed her support for the campaign, describing it as long overdue. McAnally hopes that the ad will help others living with the virus come to terms with their diagnosis and combat the stigma that often accompanies it.
Stigma surrounding HIV has been identified as the main barrier to acceptance and support for those living with the virus. McAnally shared her personal experience of the damaging impact of stigma on her relationships with family and friends, and how she overcame it to live a confident and fulfilling life.
The TV advert will be complemented by a broader campaign across billboards, newspapers, and online platforms. It is based on research funded by the Scottish Government and conducted by YouGov, exploring public attitudes and beliefs about HIV. The campaign is produced by Terrence Higgins Trust, a leading UK charity that focuses on HIV and sexual health.
Richard Angell, the CEO of Terrence Higgins Trust, explained that the campaign aims to update public knowledge about the progress made in the fight against HIV over the past four decades. He hopes that the new advert will dispel misinformation and inspire viewers to learn the facts surrounding HIV.
Scotland’s Public Health Minister, Jenni Minto, emphasized the significant advances in HIV treatment that allow those with the virus to live long, healthy lives. Minto sees the campaign as an opportunity to address the stigma that prevents some individuals from seeking HIV prevention, testing, and treatment services. The Scottish government has committed to eliminating new transmissions of HIV in the country by 2030, and this campaign plays a crucial role in achieving that goal.
Danielle Kelly, Director of Strategy and Sales Scotland at STV, highlighted the importance of the campaign and STV’s role in bringing the issue to the forefront. The TV network has provided support through their Growth Fund to help Terrence Higgins Trust produce the advert and raise awareness about HIV stigma in Scotland.
By launching this groundbreaking ad, Scotland aims to challenge societal perceptions surrounding HIV and combat the harmful effects of stigma. The campaign’s message is clear: stigma is more harmful than the virus itself. Through education and awareness, Scotland is taking strides towards creating an inclusive and supportive environment for those living with HIV, encouraging acceptance and understanding.
