Power of ‘magic bullet’ on HIV fight

populace has heard of the pandemic and how it is passed.
It is three decades now since HIV has been around and understanding of the virus improves medically and in general. Today even a toddler has heard the message either on the radio or television.
The television, radio, newspapers, billboards and word of mouth speak of HIV everyday. No longer is it done in hushed tones as the icy barriers keep melting away as people understand the pandemic more. My concern is, however, with the advertising world. They are doing their part fair and fine but there is still room for improvement.
In particular when we speak of HIV and Aids, we do not need to point a finger and blame one side. It is something that affects all regardless of gender, colour, race or creed.
Therefore an advert where a man is asked if his “small house” has no other lovers is found wanting. First and foremost, the man is wrong to have a lover. This means that he is in a sexual network. The message should therefore from the beginning hammer that it is unfortunate and wrong that a man decides to have a side affair.
The blame should begin with him. But the mindset is this: “Does your small house not have another lover . . . besides you.” A shift from this is called for as the message coming out implies that the small house is the source of infection.
It is wrong to have sexual networks and the man can never apportion blame to the small house as both are in a risky liaison. Some of the women, men would love to call small houses are out to make a living through such means. So for one man to lay claim to that woman would be myopic and naïve.
Since time immemorial the oldest profession has existed with some people getting grey haired while plying the industry. So would a man expect such a woman to open up and say I am a professional bedhopper? It is unthinkable. If the man demands to believe that he is the only one, fair and fine, the woman would pretend all and sundry and the foolish guy may beat his chest in victory.
Isdore Guvamombe a veteran journalist says the problem with some men is that they want to privatise public property.
“The problem with my brothers is that they want to lay claims on public utilities. It is a public bus and remains so,” said Guvamombe.
Sexual networks are the highest drivers of HIV as after sometime the concerned parties will stop using protection. The condom may be used in the first few instances but with time, all due care is discarded and unprotected unions blossom.
The panacea therefore is to avoid getting into a network. A sexual union should be held sacred and by that we may see real change as the prevalence rate plummets. So the advert should just be blunt. Do not have a side affair, in as much as you are cheating your spouse, your lover has the same potential to do the same.
I find fault in our culture in that it condones male promiscuity yet castigates it in the strongest terms when done by women. Promiscuity should have no place in any society and as such should not be tolerated.
Now on the issue of circumcision, the message must be clear that the operation stands to win both males and females. Females should therefore be encouraged to persuade their partners to go under the blade as it is of benefit to them both. But today’s message seems to suggest that it’s a win situation for the males.
One advert shows a soccer player who says that he is a winner because he is circumcised. The advert would do well to be gender sensitive and have a woman by the side saying we are the winners. With circumcision said to cut the rate of infection by 60 percent, it means a partner who is less likely to infect the woman is a plus to all.
This could well cut the rate of new infections greatly. Adverts therefore ought to draw both the males and females as the virus affects both. Inclusive winning solutions beamed for all to see would be beneficial.
The PMTCT adverts are well done as they show both mother and father holding the uninfected baby together. Despite it being passed from mother to child, the father is involved in the PMTCT campaign and the message seems to be winning the day well.
The posters show the man, woman and baby leaving a clinic which is a commendable piece of art work by the designers. The power of advertising cannot be underplayed. Children as small as three years sing along to an advert and can say it with gusto. If it is a commodity, sellers know that the target audience is captivated.
So adverts must also incorporate the young, having their age mate talking about HIV and Aids catches the young people’s attention and is an effective tool in the fight to reduce the spread of HIV.
As they say, catch them young, they grow up responsible because it was said as they were growing up. Since adverts are catchy, the message goes through and could realise the benefits in less time. The advertising gurus should address that anomaly because most adverts target the sexually active. The young would in no time be the next sexually active generation so catch them young is the message.
HIV and Aids needs a collective effort to have the prevalence rate go down. Infact its possible to have an HIV free generation if the message gets to them from an early age. Sex education is taboo in most homes, school curricular is helping as they now teach HIV and Aids related issues.
Together we can overturn the pandemic tide and all be winners.
Till then, God bless.
l cathrine.mwauyakufa@zimpapers.