HIV through the Eyes of Others: Communication Campaigns Over 30 Years

Abstract

Human Immunodeficiency Virus has existed in the world for nearly a century. However, it was as late as the 1980s when HIV gained notoriety, mainly due to many American homosexual men being diagnosed with HIV. The condition was soon stigmatised, given its transmission mode of sexual contact. Additionally, the media also contributed to this stigmatisation, with some early campaigns focused on equating HIV with AIDS, and both with death. However, the 20th century ended on a somewhat more positive note and the 21st century has moved on to acceptance, advocacy and lobbying. In 2021, there were 37.7 million people infected worldwide, with 1.5 million annual new infections. Only 0.01% of Sri Lanka’s adult population is infected at approximately 3,600 reported HIV cases (cumulative). The research aims to understand the marketing and communication messages for HIV and AIDS over three decades. This desk review assessed the confluence between HIV and communications and the future of campaigns. In developing the methodology and conceptual framework, theories were narrowed down through logical arguments to best fit the research objectives. This allowed to narrow the literature, campaigns and platforms to be studied. This paper thus provides a telescopic view of the communication effort for 30 years since 1985 and predicts a shift to social media in future campaigns. It is expected that a historical view will assist local and national policymakers in their future campaigns and the detailed look at social media will help them create content effective on those platforms.