UNAIDS: The First 10 Years

Chapter 3The World AIDS Campaign67In 1988, WHO declared 1 December as thefirst World AIDS Day. It has become one ofthe world’s most successful commemorativedays, recognized and celebrated around theglobe. In 1997, aware of the need for yearroundcampaign activity for AIDS, UNAIDSand its Cosponsors launched the WorldAIDS Campaign with the aim of achievingmore tangible results in the advocacy andprogrammatic areas over a longer period oftime. The campaign was intended to make thebest use of available resources and increase thereach and impact of the efforts to mobilizesocieties (one of the objectives always of WorldAIDS Day) around the world. With a specifictheme each year, the campaign could be used asa platform by countries, and materials could beadapted to fit local circumstances.World AIDSCampaign 1998UNAIDSIn 1997, the theme of the first World AIDSCampaign was ‘Children living in a world with AIDS’. When the idea was firstsuggested, UNAIDS was criticized for, as Winter recalled, “trying to do a soft-sell” byconcentrating on children rather than the most vulnerable groups, such as gay men.However, this campaign, by using data from around the world, focused public attentionon the huge impact that the epidemic was already having on children, as well as itscomplexity and diversity in different settings.In following years, themes included ‘Men make a difference’ (2000–2002), aiming toinvolve men more fully, ‘Stigma and discrimination’ (2003) and ‘Women, Girls, HIVand AIDS’ (2004). The World AIDS Campaign has a formidable penetration worldwide,with events and campaigns taking place throughout the year in most countries.In 2005, responsibility for running the Campaign was handed over from UNAIDSto an independent organization known as the World AIDS Campaign, based inAmsterdam. A Global Steering Committee sets the strategic direction of the campaign.Their theme, until 2010, is ‘Stop AIDS: Keep the promise’, an appeal to governmentsand policy makers to ensure they meet the targets they agreed at the United NationsGeneral Assembly Special Session (UNGASS) in 2001.