Manforce Condoms, a condom brand from the house of Mankind Pharma launches #SafeTiesToSaveLives campaign in collaboration with SAATHII NGO, supporting the country’s pledge to eliminate HIV/AIDS by 2030. The brand joined forces with SAATHII to create awareness around the sensitive issue of HIV/AIDS.
The ‘Let Communities Lead’ campaign aims to establish a lasting relationship with communities to provide valuable information and help save lives. Conversations about HIV/AIDS are considered taboo in society, posing a challenge to ending AIDS as a public health threat. Community-led initiatives play a crucial role in enlightening the masses about the nuances of HIV and AIDS. The brand aims to normalise conversations around safe sex to eliminate prejudice.
Working towards achieving the noble cause, Manforce Condoms, in collaboration with SAATHII, is organising on-ground activities as part of the campaign to build a strong connection with the communities. The activities were directed to encourage and improve access to family planning counselling and services for women living with HIV. Aimed at fostering trust, innovating, and ensuring service implementation among communities living with, at risk of, or affected by HIV, the entire initiative was focused on empowering the vulnerable group.
“To witness a change in the world, it is very important to bring about a change in the communities as it forms an essential part of society. On similar lines, to bring about a positive change in the perception of people around sensitive issues such as HIV/AIDS, it is imperative to drive awareness at the grassroot level to steer them clear of any prejudice related to the disease. Along with this, such initiatives help empower the affected communities to stay abreast of their rights to live a responsible and respectful life,” Rajeev Juneja, vice chairman and managing director, Mankind Pharma, said.
The campaign has kicked off in several cities and is set to cover 50 districts to raise awareness among the masses. To enhance the reception of the message, Information, Education, and Communication (IEC) kits are being distributed to sensitise the community on family planning, healthy living with HIV, and the rights of People Living with HIV (PLHIV) under the HIV/AIDS Act 2017. Simultaneously, felicitation programs are being organised to recognise the contributions of women community leaders in providing services to HIV-positive pregnant women.
“We have observed that in several situations, People Living with HIV are unaware of their legal rights and also lack the information needed to plan their family. In order to support them to get access to a quality life, it is important to conduct such on-ground activities at regular intervals to shape the change we expect to see in society, ” Sathish Kumar, country director, SAATHII, said.
To maximise the reach of the message, the campaign video was made live across social media platforms. This was in perfect confluence with the purpose of establishing an irrevocable bond with the audience to foster a progressive society.