The Ministry of Health is reevaluating its strategy for health awareness campaigns, particularly in relation to sensitive topics such as HIV. This initiative was highlighted by Acting Chief Medical Advisor, Dr. Luisa Cikamatana, during a panel discussion at the Fiji Institute of Medical Laboratory Services Annual Convention at the Shangri-La Hotel over the weekend.
During the event, a participant voiced concerns about the impact of phrases like “HIV is dangerous and can kill you” on the stigma associated with the disease. Conversely, messages such as “TB is manageable or preventable” are seen as helpful in normalizing and reducing the stigma of other health issues.
Dr. Cikamatana stressed the importance of delivering clear and educational messaging. “It needs to be presented in a way that people can understand and that educates them,” she stated. “With that information, they can make the right choices, just like in health.”
Using food choices as an analogy, Dr. Cikamatana explained the necessity of framing health information positively to foster better decision-making. She noted, “You hear all about being healthy, but it comes down to whether you want to be healthy or unhealthy.”
When asked about the ministry’s responsibility in combating HIV stigma, she acknowledged that improvements are necessary, affirming, “Yes, I think we have to do that.” She emphasized the importance of empowering individuals, stating, “Instead of living in fear of having it, it’s crucial to help them understand, ‘Okay, if I have it, what can I do about it?’ It’s about empowering them to make the right decisions.”