The Ministry of Health is re-evaluating its strategy for health awareness campaigns, specifically focusing on sensitive topics such as HIV. This update was shared by Acting Chief Medical Advisor, Dr. Luisa Cikamatana, during a panel discussion at the Annual Convention of the Fiji Institute of Medical Laboratory Services held at the Shangri-La Hotel over the weekend.
During the event, a participant expressed concerns about the language used in health messaging, particularly the phrase “HIV is dangerous and can kill you,” which contributes to the stigma associated with the disease. In contrast, remarks like “TB is manageable or preventable” are seen as ways to normalize and reduce stigma for other health conditions.
Dr. Cikamatana emphasized the need for messaging that is both clear and educational. She stated, “It has to be put in such a way that they understand and it’s educating them.” This approach aims to provide individuals with the knowledge needed to make informed choices regarding their health.
Using an analogy related to food choices, Dr. Cikamatana noted, “You listen to all being healthy and all that. But OK, so do you want to be healthy or unhealthy? It comes back into that.” She highlighted the significance of positively framing health information to foster better decision-making.
When questioned about the ministry’s role in reducing HIV stigma, Dr. Cikamatana acknowledged the need for improvement, saying, “Yes, I think we have to do that.” She underscored the importance of empowering individuals by providing them with answers to questions such as, “If I have it, what can I do about it?” This empowerment is intended to encourage positive actions and diminish fear surrounding the disease.