Campaign Strategy

Goal of the Campaign

The goal of the World AIDS Campaign is to energize and support an effective and sustained response to the AIDS epidemic. By helping partners to work together at national and international levels, the Campaign aims to broaden the partnership of those shaping the response to AIDS. Crucial to its success will be increased public awareness of past policy commitments and promises on AIDS, including the Declaration of Commitment on HIV/AIDS. On these promises the Campaign aims to hold governments accountable.

Strategic Objectives

• To ensure governments and policymakers meet the targets they have agreed to in the fight against HIV and AIDS
• To foster an alliance of effective AIDS campaigns, linking local efforts for global impact
• To secure the resources necessary for the fight against HIV and AIDS
• To broaden and strengthen the role of civil society in the response to HIV and AIDS

UNAIDS serves as the lead technical partner to the World AIDS Campaign. The World AIDS Campaign partners with a broad group of actors who support the Campaign’s delivery:

• National civil society-led campaigns
• UN system and governments
• AIDS activists and advocates
• National AIDS Programmes, NGOs and AIDS Service Organizations
• Global partners with an interest in AIDS advocacy such as the Global Unions AIDS Campaign and the Global Movement for Children
• General Public
• People living with HIV and their organizations
• Celebrities
• Workers and employers
• Faith-based organizations
• Health care workers
• Teachers and students
• Media
• The Global Fund to Fight AIDS, TB and Malaria

• 2 June 2005 – UN Review of the Declaration of Commitment on HIV/AIDS (Ministerial level)
• 1-5 July 2005 ICAAP, Kobe
• 6-8 July 2005 G8 Summit, UK
• 14-16 September 2005 UN Summit on the Millennium Development Goals, New York
• 1 December 2005 – World AIDS Day
• 4-9 December 2005 14th International Conference on AIDS/STIs in Africa (ICASA), Abuja, Nigeria
• July 2006 – International AIDS Conference, Toronto
• July 2006 - G8 Summit, Moscow
• September 2006 – UN General Assembly Special Session Review of the Declaration of Commitment
• 1 December 2006 - World AIDS Day

Campaign materials and templates are being developed during 2005 jointly by the World AIDS Campaign and UNAIDS to provide a framework and a visual focus for campaign activity. Where possible, these will be produced in print and electronic format and will be designed to enable easy adaptation and use at the national level. World AIDS Campaign materials for 2005 will include:

• Five posters – one to encourage governments to meet their UNGASS commitments, and a set of four posters that ask individuals to make a personal commitment to reversing AIDS. These posters are being sent out in June to allow campaigners to build up to World AIDS Day. Each poster will be available in English, French, Russian and Spanish. CD-Roms will also be available upon request.
• Fact sheets/Key messages
• Talking Points
• A media pack for journalists on the Declaration of Commitment to generate World AIDS Day stories on the ‘accountability’ theme
• PSAs (print and television)
• Web banner and web-based materials
• 2005 Calendar (already available)

For the first time, three additional documents are being produced:

1. A ‘Call for Action’ document that will include additional information on the theme, lessons about successful campaign approaches and common challenges, and examples of campaigning efforts such as working with the media and partnerships;

2. A Reference guide that serves as a manual on how to build a national campaign.

3. A strategy document developed by the World AIDS Campaign International Office that outlines in detail the aims of the Campaign and the ways in which it will attempt to achieve them.

All these materials will be posted on the Campaign website as they become available.

A comprehensive World AIDS Campaign website (www.worldaidscampaign.org) is being developed which will be populated with all campaigning materials electronically. It will be ready by early July. It also includes an e-forum for discussion on various topics related to both the Campaign and the Declaration of Commitment and will support an AIDS News Network where AIDS stories from around the world will be posted. Additionally, UNAIDS will host a section on its own website that highlights UN efforts in support of the World AIDS Campaign and promotes the Campaign to its partners.

UNAIDS is supporting the development of a website on the UNGASS Declaration of Commitment in order to encourage a better understanding of the importance of this document. It will highlight a variety of efforts related to the Declaration, including monitoring and evaluation, advocacy initiatives and important information related to themes found within the Declaration.

Linking to the MDG Campaign

Millennium Development Goals Review¹ and the Global Call to Action against Poverty

The Millennium Development Goals are an ambitious agenda for reducing poverty and improving lives that world leaders agreed on at the Millennium Summit in September 2000. For each goal one or more targets have been set, most for 2015, using 1990 as a benchmark. HIV and AIDS is addressed in Goal 6:

6. Combat HIV/AIDS, malaria and other diseases

Target for 2015: Halt and begin to reverse the spread of HIV/AIDS and the incidence of malaria and other major diseases.

The review of the MDGs in September 2005 has prompted a unique alliance of NGOs in what is titled GCAP – The Global Call to Action against Poverty.

This Campaign brings together a wide cross-section of nearly 100 charities, campaigns, trade unions, faith groups and celebrities who are united by a common belief that 2005 offers an unprecedented opportunity to fight poverty. The Campaign is focusing on the G8 in July as an opportunity for donor countries to address the challenges of unfair trade, crippling debt and the need to provide the aid necessary for countries to develop their social and health care systems.

The World AIDS Campaign is collaborating with GCAP’s organizers and sees the fulfilment of the MDGs as vital for addressing the challenge of HIV and AIDS. At the same time, the World AIDS Campaign has been working to highlight the ‘exceptionality of AIDS’ and the urgent response needed in many countries. In order to meet many of the MDGs, the challenge of AIDS must be addressed.

If you are interested in learning more about the GCAP, please visit www.whiteband.org.

The World AIDS Campaign Logo

Below is the logo of the World AIDS Campaign, now in its second year of use.

Any organization interested in using the logo to help brand campaign activity should seek permission first by emailing: info@worldaidscampaign.org