Procter & Gamble Philippines, which owns brands such as Safeguard, Pantene, Gillette, among others, recently launched a new HIV (human immunodeficiency virus) and AIDS (acquired immunodeficiency syndrome) anti-stigma campaign aimed at raising awareness of children, mothers, and women with HIV/AIDS, along with other at-risk groups.

The company recently released an ad for over-the-counter medication Vicks that tells the true story of a child living with HIV and the negative societal connotations associated with the virus.

“Focusing on children living with HIV/AIDS, the Project Red Ribbon-Vicks Touch of Care video delivers a powerful emotional call to action to make everyday Filipinos open their hearts and create a continuing tsunami of mainstream public support,” said Department of Health (DOH) HIV advocate Patrixia Santos. “At the end of the day, it’s not the virus or the disease that kills people – it’s the hatred.”

She went on to call such discrimination “the very reason they do not test.”

As part of the campaign, for every purchase of Vicks products, a percentage will go towards the Project Red Ribbon Duyan Program, which provides care and support for children with HIV.

Last year, representatives from the DOH-Region VI (DOH-6) introduced the “LHIVE FREE” campaign, which intends to raise awareness of HIV/AIDS.

“There is a need to eliminate HIV-related stigma and discrimination,” said DOH-6 Sexually Transmitted Infections nurse coordinator Caroline Tumabotabo.

She said the campaign will disseminate information about HIV/AIDS, along with producing educational materials for schools and other local institutions./WDJ