At the onset of a worldwide public health crisis in the late 80s, a series of adverts were designed to raise awareness of the Infectious Disease, AIDS epidemic in the United Kingdom. The UK government’s Don’t Die of Ignorance campaign is etched in the memories of many. Opening with the eruption of a volcano and dark ominous music accompanied by a voiceover from John Hurt, it described a deadly disease which could be spread from an “infected person” and how “anyone can get it”. It warned the British public to protect themselves and not to die of ignorance, as a bouquet falls on a tombstone with “AIDS” etched across it. Although the advertisement saved lives, it likely contributed to the stigma that still surrounds HIV more than thirty years later.
The advances in HIV care with antiretroviral therapy have dramatically improved the lives of people living with HIV. Early diagnosis and treatment have led to people living with HIV having the same health and life expectancy as the general population. In addition, successful treatment can prevent onwards transmission of HIV, known as U=U (Undetectable equals Untransmittable). This public health message has the power to help tackle some of the antiquated stigma faced by persons living with HIV. Living with HIV is not a barrier to any form of employment and is not a barrier to having children, as effective therapy means babies born to mothers living with HIV do not have the infection.
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