HIV/AIDS

Background

1998-99 saw the launch of the new Canadian Strategy on HIV/AIDS - envisioned as Canada's new collaborative approach to address HIV prevention and AIDS care.

From a social marketing and partnership development perspective, this ‘new' strategy provided opportunities to reposition HIV/AIDS as a continued serious health threat and to increase efforts to engage the private sector and non-traditional organizations.

Campaign Description

Health Canada worked with the Canadian AIDS Society, MuchMusic and MusiquePlus, to bring HIV/AIDS prevention messages to Canadian youth. The partners produced an hour long bilingual program on AIDS awareness and the promotion of safe sex practices titled, "Keep the Tribe Alive: A MuchMusic Survival Session." The program featured Amanda Marshall, 2 Rude and Moist. During the show, several vignettes were featured which answered questions on safe sex and allowed youth to voice their concerns surrounding HIV/AIDS. These partners also held an eight-week Internet based slogan-writing contest. Over the eight-week campaign period there were more than 12,000 visits to the HIV/AIDS sub-site created by MuchMusic and more than 1300 individuals entered the contest. The contest winners received donations in their names to the HIV/AIDS charity of their choice.

The Minister, Allan Rock, also appeared on Canada's MuchMusic television network on December 1st in a segment featuring the musical band Wide Mouth Mason. During this appearance the Minister discussed the importance of HIV/AIDS prevention among youth and promoted the significance of World AIDS day.

Summary Information