hivaidsStigma

Asian & Pacific Islander Wellness Center

Asian & Pacific Islander Wellness Center (A&PI Wellness Center) is the oldest HIV services organization targeting Asian and Pacific Islander communities; providing education, support and advocacy for Asian and Pacific Islander people living with HIV/AIDS (PLWHA) or individuals who are at risk for HIV. A&PI Wellness Center also has a long history of developing and executing successful media campaigns focused on HIV/AIDS anti-stigma and discrimination, anti-homophobia, and sexual diversity.

With funding from AED, A&PI Wellness Center will develop TALK AIDS, a national, bilingual social marketing campaign to encourage young English and Cantonese-speaking Chinese Americans between 18-34 years old to talk about HIV/AIDS, stigma, and "saving face". The campaign title is the English translation of a Chinese phrase: "tan ai zi, qing shin shin" or "talk about AIDS and talk from the heart about what is important." This campaign is an expansion of a local campaign - previously supported by AED - and A&PI Wellness Center's signature anti-stigma project, "The Banyan Tree Project."

The purpose of TALK AIDS is to reduce HIV/AIDS-related stigma and discrimination in Chinese communities nationally and to increase acceptance of individuals and their families living with and affected by HIV/AIDS.

The main components of the campaign are to:

• Develop a bilingual social marketing campaign;
• Produce one or two provocative national public service announcements (PSAs) featuring well-known Chinese celebrities;
• Develop a replication package of campaign materials, processes, and evaluation methods;
  
• Produce a journal manuscript on the impact media and influential people can have in Chinese American communities across the US; and
  
• Replicate the TALK AIDS campaign in other communities, particularly limited-English speaking communities.

The objectives include:

• Increase the number of Chinese people talking about HIV/AIDS;
• Reduce silence and shame associated with HIV/AIDS; and
  
• Increase the number of Chinese people accessing HIV/AIDS care, services, and testing.