| dc.description.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. | en_US |
