The new AIDS-Hilfe Schweiz campaign has it all. Unlike the last 30 years, the focus is not on protection against AIDS. Rather, HIV-positive people should be stigmatized.
The fact that Aids-Hilfe Switzerland is really turning the corner with this campaign is clear from the new CEO Andreas Lehner: "This is not a Stop Aids campaign, but a campaign for HIV-positive". The goal is to make the general population aware that a person who is seropositive under active therapy can no longer transmit the virus.
This is not a Stop Aids campaign, but a positive HIV campaign.
The goal is to destigmatize HIV-positive people. People are still being discriminated against and marginalized by the HIV virus, even though medicine has made tremendous progress in recent years.
Normal life despite the HI virus
The purpose of this campaign was to show that HIV-positive people can now lead an almost normal life. "A HIV-positive woman can become pregnant with therapy and give birth to children – today, this is no longer a problem," says Lehner. There are also studies that have shown that these women could probably also breastfeed.
For years, the population has beaten the slogan "In the drum of the minimum rubber", so as to use a condom during sexual intercourse. Did not the new campaign put an end to all this prevention work, when suddenly it is announced that it no longer needs protection when it has sex with HIV-positive people? Lehner says no: "If you go to the disco Saturday and maybe you have a one night concert, take a condom with you, this is really the easiest protection."
The classic "Love Life" anti-AIDS campaign continues. But just as important as prevention is only the Enlightenment. The fact that the new campaign may provoke was not intention, but you accept, says Lehner. Because he knows: only when it is discussed, the campaign is also perceived.