Strategy

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In order to best address HIV/AIDS through the mediums of television and radio, the Heroes Project has developed a comprehensive overarching mass media strategy to address several groups at all levels of society..

General population

The disease knows no boundaries, no gender, and no religion and so must our messages that address prevention, stigma and discrimination

Sexually active men

Messages need to increase awareness and alter attitudes so that men engaging in high risk behavior can be empowered to make critical lifesaving choices

Women

Messages will focus on creating an environment where women can negotiate for safe sex and seek information freely

Youth

The majority of newly infected people in India are under the age of 25 years. Messages need to raise awareness, promote safe sex and engage the youth to form their own response to the epidemic

Opinion leaders and key influencers such as medical professionals, health workers, policy makers and members of parliament, heads of business/industry and labor leaders, who in themselves serve as communication vehicles and influence either public perception or policy

Heroes AIDS Project is a national HIV/AIDS initiative launched in July 2004 to work with media organizations and societal leaders in India. It seeks to develop coordinated campaigns to address the spread of HIV/AIDS and reduce stigma and discrimination by influencing public perception and policy through two platforms: advocacy and communications.

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