Communication Campaigns Counter Homophobia

Argentina, Brazil, Colombia, and Mexico have recently carried out communication campaigns aimed at reducing social stigma against homosexuals, as part of their efforts to prevent HIV/AIDS and other sexually transmitted infections (STI).

The Pan American Health Organization (PAHO) provided support for Mexico's campaign and has commissioned a study of all four campaigns to determine how they can help other countries undertake similar efforts.

The purpose of the campaigns, according to Carol Vlassoff, head of PAHO's HIV/AIDS program, is to change positively how homosexuals are viewed by the general public, members of special groups such as health professionals and educators, and homosexuals themselves.

"In many cases, homosexuals themselves have low self-esteem, and this can make them ignore the need to protect themselves," says Vlassoff. "These messages about respect and prevention are aimed at homosexuals as well as the general public, so that both learn to respect differences and the dignity of every human being."

In Mexico, the "Campaign against Homophobia and for the Reduction of Stigma and Discrimination Associated with Sexual Orientation" was carried out this year by the National Council for HIV/AIDS Prevention and Control (CONASIDA) and the National Council for Prevention of Discrimination (CONAPRED), with support from PAHO and UNAIDS.

Colombia's Ministry of Social Protection carried out a similar campaign in 2004, with the theme "This stops AIDS; which side are you on?"

Argentina's National Campaign against HIV/AIDS took place in 2004 as part of a project financed by the Global Fund for AIDS, Tuberculosis, and Malaria.

The theme of Brazil's campaign, in 2002, was "Respecting differences is just as important as using a condom." It was sponsored by the National Program on AIDS and STI and homosexual organizations.

To find out how other countries can learn from these experiences, PAHO asked the Calandria Association of Social Communicators in Peru to conduct a study evaluating the campaigns. The study will identify lessons learned and compile information on the impact of the campaigns.

In general, Vlassoff says, the campaigns were well received, provoking only a little controversy, primarily in Mexico's news media.

"We view the debate arising out of these campaigns as a positive development," she says. "The result is that different sectors now have a more open perspective on these issues."