If we don't talk about
HIV/AIDS in our
community, who will?
Campaign (Social Marketing)
The "Keep It Alive"campaign was launched in 2006, as a direct response to a directive contained in the Strategy to “Break the silence and create a supportive environment for prevention work”, coupled with the results from ACCHO’s research  HIV/AIDS Stigmas, Denial, Fear and Discrimination: Experiences and Response of People from African and Caribbean Communities in Toronto. Through reports from community outreach activities, ACCHO recognized that given the diversity within African, Caribbean and Black communities in Canada, individual responses to and acceptance of HIV education, prevention and testing can vary greatly depending on religious affiliations, time of migration, country of origin, attitudes towards sexual diversity and the status of women . As a result, ACCHO developed a large scale provincial social marketing campaign targeting African, Caribbean and Black communities; the first of its kind in Canada. The campaign which utilized multiple forums including prominent outdoor advertising (e.g., billboards, bus stops, radio, community newspapers, television and the Internet) aimed to increase awareness of HIV and its prevalence in the community, encourage testing and reduce HIV-related stigma, by promoting values that African, Caribbean and Black communities hold dear.

The "Keep It Alive" campaign was implemented in Hamilton, London, Ottawa, Peel, Sudbury, Thunder Bay, Toronto and Windsor.


1See the HIV Prevention Guidelines and Manual: A Tool for Service Providers Serving African and African Caribbean Communities in Canada. 2006.