HIV/AIDS Response in Punjab& the Role of Media

Dr. Salman ShahidProject Director

Punjab AIDS Control Programme

HIV Situation in Punjab

Reported number of people living with HIV/AIDS in Punjab:

2,600 Approx.

Total number of HIV positive patients registered at

Treatment Centers in Punjab : 1165

Total number of patients on ARV: 521

Most-at-Risk Populations

• Injecting drug users (20.8%)• Transgender (6.4%) • Male sex workers (0.9%)• People working abroad• Jail Inmates• Truckers• MARAs• Miners

HIV Epidemic in Punjab

SGS Round –II & III : National AIDS Control Program and Canada-Pakistan HIV/AIDS Surveillance Project

Current Programme Scenario

13 HIV Surveillance Centers

Six HIV/AIDS Treatment Centers

Free CD-4 and Viral Load tests at SKMCH

Counseling, ELISA & CD-4 tests, treatment for jail inmates

2 PPTCT Centres in collaboration with UNICEF

Launching of PPTCT District Model in seven districts of Punjab. Screening kits to all public sector blood banks STIs Medicines to identified teaching and District Hospitals Communication & Advocacy campaign

The major Elements of PACP’s BCC Campaign

• Increase knowledge on basic facts about HIV/AIDS and STIs

• Create an enabling environment for social dialogue on the underlying factors that contribute to HIV/AIDS

• Reduce stigma and discrimination

• Create demand for information and services

• Facilitate policy change

• Improve skills of change agents

• Promote initiation of programs and services

Delivery of BCC Services

a. Social mobilization through interpersonal communication by establishing networks of civil society organizations

b. Advocacy, seminars and conferences

c. Broadcast Media – Radio and Television, Cost effective use of TV and radio spots, TV and radio dramas, newspaper stories and advertisements

d. Online Communication

e. Print Media

f. Development of IEC material

ROLE OF MEDIA

Awareness about HIV AIDS

At the United Nations General Assembly Special Session on HIV/AIDS in June 2001, governments of the world agreed that they would:“By 2005, ensure that 90%, and, by 2010, 95% of youth aged 15–24 have information, education, services and life skills that enable them to reduce their vulnerability to HIV infection”From the Declaration of Commitment on HIV/AIDS, adopted at the United Nations General Assembly Special Session on HIV/AIDS, 27 June 2001, New York.

LACK OF AWARENESS

• Surveys from over 40 countries, more than 50% of young people most at risk had serious misconceptions about how the virus is transmitted

• In 21 African countries, more than 60% of young women had never heard of the virus

• In USA, 40% of respondents thought they could contract HIV from sharing a drinking glass, and believed the virus could be transmitted through a cough

• In Pakistan, 30% of MSWs, 15% HSWs, 13% of FSWs and 11% of IDUs had never heard of HIV/AIDS

Importance of Media

• National surveys in the USA and UK showed that 72% of people identified TV, radio and newspapers as their primary source of information about HIV/AIDS

• In India, more than 70% of respondents had received information about HIV/AIDS from TV

• In Pakistan, Gallup International Voice of people Survey found religious leaders 55%, Journalist 42% and Politicians 31% as to be trusted people

• In Pakistan, 78% of respondents had heard about HIV/AIDS from TV, 6.3% from Radio and 8.5% from others

The triangle of denial, stigma and discrimination

• Many people in all parts of the world have not yet accepted that the risk of contracting HIV applies to them

• Denial about the virus exists on both personal and societal levels. Many continue to believe that AIDS is an issue for ‘others’

• Belief that HIV/AIDS is something that happens to people who are immoral and socially deviant

• Stigma and discrimination keep many from seeking information or help

Denial, Stigma and Discrimination cntd…..

• Many in society distance themselves from the realities of the epidemic and to be lulled into a false sense of security

• In a UK survey, 57% of respondents said those who became infected through unprotected sex “only have themselves to blame”

• 20% of respondents in the US believed that people who acquired HIV through sex or drug use had got what they deserved

Denial, Stigma and Discrimination

• At the United Nations General Assembly Special Session on HIV/AIDS in June 2001, governments of the world affirmed that : “Stigma, silence, discrimination and denial, as well as lack of confidentiality, undermine prevention, care and treatment efforts and increase the impact of the epidemic on individuals, families, communities and nations ”From the Declaration of Commitment on HIV/AIDS, adopted at the United Nations General Assembly Special Session on HIV/AIDS, 27 June 2001, New York.

Media & HIV/AIDS

• Mass media can be instrumental in breaking the silence that surrounds the disease

• Ongoing and effective media coverage can stimulate public discourse to put HIV/AIDS on the social and political agenda

• Media interventions can bring positive change in society towards reducing stigma & discrimination against People Living with HIV and AIDS

• Dissemination of information in general public regarding major modes of transmission of disease and preventive measures

• Media can promote HIV/AIDS services in collaboration with service providers and Government agencies that can help to ensure that vital services, such as counseling and testing ,condom provision, and even treatment and care, are available on ground

What the Media Can Do?

• Talking about it• Creating a supportive and enabling environment• Challenging stigma and discrimination• Promoting HIV/AIDS services• Educating and entertaining• Mainstreaming• Putting HIV/AIDS on the news agenda and

encouraging leaders to take action• Capacity-building

What the Media Can Do?

• Dedicating airtime/space to HIV/AIDS public service messages

• Supporting the broadcasting of HIV/AIDS special programming

• Supporting the development of AIDS storylines in existing programming

• Making public service messages and original programming available to other outlets on a rights-free basis