A Movement to End the HIV Epidemic by 2025

Marketing tactics

Initiative Objectives/goals; Why is it important

Summary

REACH Nexus and the Canadian Foundation for AIDS Research (CANFAR) joined forces for The Positive Effect to create and drive a human and digital-powered movement to end the stigma that inhibits Canada’s progress to reaching its goal to end the HIV epidemic by 2025.

We are stronger together

This effort is fuelled by those living with HIV and the people and communities who support them. The Positive Effect aims to eradicate HIV stigma and encourage testing and prevention by transforming mindsets through a strategic central website, social channels, awareness tactics and more.

Empowering transformation through a central website, social channels and campaign tactics.

The Positive Effect—collaboratively designed by scientists, medical experts, community leaders and people with living with HIV in Canada—begins online at positiveeffect.org. This initiative connects the lived experience of those managing and preventing HIV with facts and evidence, to counter the misinformation and fear that underlies and perpetuates stigma.

THE POSITIVE EFFECT WEBSITE AND PROGRAM ACTIVATION

region

National

A REACH INITIATIVE


AREA's OF FOCUS

Overcoming Stigma

Supporting People Living with HIV


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We are stronger together

National

INITIATIVE FUNDING

REACH Funded

SINGULAR IMPORTANCE OF THIS INITIATIVE

Facts and evidence shared by people with lived experiences will shift mindsets about HIV to break down the stigma that prevents equal access to care.

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Meaningful engagement with people with lived experience

High tech meets high touch

HIV stigma comes from fear, lack of knowledge and prejudices. With The Positive Effect, we want to inspire and support people to think differently about HIV by appreciating real stories that they otherwise might never hear. Through these experiences, we will shift mindsets.

It Is Vital That Those People Living With And Affected By HIV Be At The Centre Of The Effort.

It is vital that those people living with and affected by HIV be at the centre of the effort

This frontline perspective is critical in crafting an approach and solution that will truly be effective.

“ The Positive Effect is much more than a website—it is about shifting mindsets and enriching lives. It’s a movement to end HIV stigma by linking facts and evidence of how stigma can affect people to their core, with stories of lived experience where people navigate through challenging circumstances and vulnerability with courage, resilience and growth. ”

DR. SEAN B. ROURKE,
Director, REACH Nexus; MAP Centre
for Urban Health Solutions.

Communications, social + support tactics

Through our insights and actions, we’ll imaginatively span the digital space

The Positive Effect will be present in conversations, art, street and environment, video, news media and social communities. In these spaces, we'll debunk misinformation and myths about HIV, share information and insight, spark dialogue, foster connectivity and trigger action.

Results

Launched in spring, 2020, we look forward to reporting on program progress, insights and challenges in the coming year.

“CANFAR is a proud partner in this initiative that will shift mindsets about HIV, open hearts and our tolerance, and improve lives. The Positive Effect provides the opportunity to read, connect with, and share stories about the experiences of Canadians in the journey to end the HIV epidemic.”

Alexis Filiatreault
CEO, Canfar

RESULTS

Launched in spring, 2020, we will report on program progress, insights and challenges over time.