The Mass Media Campaign seeks to create widespread awareness on HIV & AIDS, promote positive attitudes towards people living with HIV & AIDS, and influence groups to change high risk behaviour that make them vulnerable to the infection. It will use a series of public service announcements (PSA), online and print content, television and radio programming as well as several educational events to do this. In order to best address HIV & AIDS through the various mass media, Heroes Project has developed a strategic communications approach to address diverse groups such as sexually active men, married women and youth across all levels of society.


One of the main objectives during the course of the mass media initiative is to expand and coordinate the campaign with a range of media partners. Areas of association and activities within these partnerships include amongst others:

Pledging airtime/space for release of PSAs, which will be available rights-free to all
Incorporation of HIV & AIDS storylines into existing programs such as serials, reality shows and documentaries

Support for journalist programmes and enhanced news and editorial coverage – employee sensitization

Orientation workshops for creative content development