Institutions Come Forward To Raise Awareness On HIV Prevention
December 1 is observed as World Aids Day since 1988. It is dedicated towards the global fight against Aids Pandemic caused by human immunodeficiency virus (HIV) infection. India is home to 2.1 million people living with HIV stands third globally out of 36.7 million people worldwide.
The global fight against HIV has witnessed many different institutions coming forward to do their bit for improving the situation. World Health Organisation (WHO) believes that we will require rapid acceleration over the next five years and sustained action throughout till 2030 and beyond to win this fight.
Diagnosis of HIV is a major impediment in the way of eradication of the disease. Further it also requires post-diagnosis counselling, support and treatment. Awareness has been playing a key role in reducing the cases of HIV/AIDS patients in India. This year many different institutions came forward to contribute their bit towards this fight.
Vedanta, a diversified natural resources company under its Corporate Social Responsibility (CSR) programme, organised awareness camps and outreach health programmes. These were spread across different parts of the globe for employees, contractors and communities. The company held HIV testing camps, blood donation drives and panel discussions. “Amplifying awareness reduces the risk of spread of the disease and access to modern healthcare facilities in rural communities is essential towards the holistic development of communities,” said Roma Balwani, President, Group Communication & Sustainable Development, Vedanta.
Infrastructure developers also came forward for contributing towards this occasion. Emaar India, a real estate developer organised AIDS awareness and education sessions in Mohali and Gurgaon. The company saw participation of over 8,000 people organising an awareness march to different colonies in their neighbourhood.
Apart from outreach programmes few companies came up with modernised communication techniques to spread awareness on this issue. Durex, a global sexual well-being brand used the power of social media to promote safe sex amongst young people. The company unveiled ‘Umbrella with raindrops’ as the unofficial safe sex emoji for putting safe sex back on the agenda. A survey carried out by the company found that most people were uncomfortable discussing safe sex, but 72% of the respondents found it easier to express their emotions through emojis.
Entertainment can be a good medium for spreading awareness and sharing information. Sony Pictures Network, through its Hollywood movie channels urged people to take the right step forward by running public service messages throughout the day. Saurabh Yagnik, EVP and Business Head, English Cluster, Sony Pictures Networks India said, “A social message narrated through the medium of entertainment has always been more effective. We believe that it is our duty to facilitate awareness for a sensitive subject like AIDS and our strong messaging will resonate with the campaign against AIDS, urging our viewers to be safe and responsible.”
Many individuals from all walks of life also came forward to do their bit ranging from forming human chains in the shape of red ribbon, awareness rallies, community programmes, etc.
People living with HIV in the country are also subjected to severe psychological trauma. Dr IS Gilada, President, AIDS Society of India commenting on this said, “Unfortunately, in the society we live in, HIV test report tends to tell about the character of a person. We fail to understand other reasons of transmission of the virus apart from sexual relationship.”
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