United States and Tanzania Launch “Maisha Zaidi”, a Multi-Media Campaign for HIV/AIDS Literacy

Guest of honor, representing the Minister of Health and Social Welfare, Regional Commissioner of Pwani, Hajjat Amina Mrisho Said, with U.S. Center for Disease Control and Prevention (CDC) Acting Country Director, Dr. Elizabeth Marum jointly launch the campaign at Utete on Saturday.
Regional Commissioner of Pwani Hajjat Amina Mrisho Said speaking
during the campaign's launching ceremony
The woman tells the crowd of her HIV negative status
while her husband (right) has tested positive
Mama Saada Mufuruki and Mr Kajumulo coordinating the media
The guest of honour touring exhibition stalls
A group photo after the launch

Utete, Rufiji District, Pwani: On Saturday, March 19, 2011, the United States government and implementing partner, ICAP-Columbia, launched “Maisha Zaidi”, a multimedia communication campaign in collaboration with the Ministry of Health and Social Welfare (MOHSW) and TACAIDS. Guest of honor, representing the Minister of Health and Social Welfare, the Regional Commissioner of Pwani, Hajjat Amina Mrisho Said, joined U.S. Centers for Disease Control and Prevention (CDC) Acting Country Director, Dr. Elizabeth Marum in launching the campaign.

This event celebrated the 4-region campaign roll out which aims to increase the number of people seeking timely HIV care and treatment services. Messages have been developed regarding HIV care and treatment and will be aired through local radio, TV, billboards, posters, brochures, and wall paintings.

The communication campaign will target people living with HIV who are currently not seeking care or treatment. It will address factors that have the greatest impact on behavioral barriers to seeking treatment, including the fear of stigma and discrimination and lack of awareness about the benefits of seeking early HIV care and treatment services.

In her comments, Dr. Marum praised the campaign saying, “On behalf of the US Government and the American people, I encourage everyone to celebrate this campaign as an opportunity for your community and others across Tanzania to separate fact from myth, to eradicate stigma, and to support your families and friends to seek quality care and treatment services. Through understanding the importance of seeking timely HIV care and treatment, you can live a longer, healthier life and encourage others to do the same.”

The program has been established with the support of the American People through the U.S. President’s Emergency Plan for AIDS Relief (PEPFAR) via the Centers for Disease Control and Prevention (CDC). It will primarily focus on rural communities in Kagera, Kigoma, Coast Region and Zanzibar, regions where ICAP-Columbia University offers HIV prevention and care and treatment services.