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 Breakthrough launches its
latest multi-media campaign, Is This Justice? on February 13, 2007.
This campaign aims to bring public attention the growing incidence of stigma
and discrimination faced by Women Living with HIV/AIDS (WLHA), most of who
have been infected by their husbands or male partners.
This hard hitting yet sensitive campaign has been created pro bono by
advertising agency Ogilvy and Mather in four languages -Hindi, English,
Kannada and Marathi. Developed by Piyush Pandey – National Creative Director
and Emmanuel Upputuru - Senior Creative Director, the campaign asks for
greater responsibility from the immediate family.
Is This Justice challenges the way in which women in our society are
treated, especially women living with HIV/AIDS. These women are either
shunned by the family and community or are forced to live on the edge of
society after their husbands die of AIDS.
The increase of HIV/AIDS amongst women is just another example of women’s
unequal status in society. Sonali Khan, Director of Communications for
Breakthrough says,”women suffer various forms of violence all through their
lives. HIV/AIDS has now been added to these problems because women find it
very difficult to negotiate safe sex or condom use. The consequences of
contracting HIV/AIDS is severe – women face homelessness, increased violence,
loss of jobs and families and lack of access to treatment and care."
Consider the statistics:
Nearly 40 percent of the 5.2 million HIV positive people in India are women
and nearly 80 percent of them have contracted this infection from their
husbands or partners.
Almost 90 percent of these positive women are thrown out of their homes after
their husbands die of AIDS.
While the general public continues to believe that most women with HIV/AIDS
are sex workers, official numbers indicate that they make up less than one
percent of the 2 million female infections.
Mass Media Launch:
Is This Justice? will be on key tv, radio and print outlets
including: Doordarshan, STAR network, Sony Entertainment Television, Etv
(Kannada, Marathi, Hindi), Dainik Jagran, Lokmat, Prajavani, Udyavani, Radio
Mirchi and All India Radio.
Breakthrough will also continue conducting workshops and educational forums
with students, homemakers, medical and legal professionals and other groups
to encourage a deeper understanding of HIV/AIDS and human rights issues
within India.
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