A man looks at me, but I’m the one being punished. Is this justice? Breakthrough’s new campaign asks this very question about another issue. We aim to bring attention to the growing incidence of stigma and discrimination faced by women living with HIV/AIDS in India after being infected by their husbands or partners.
“Is This Justice?” challenges the way in which women in our society are treated, especially women living with HIV/AIDS. These women are either shunned by the family and community or are forced to live on the edge of society after their husbands die of AIDS.
Consider the statistics:
• Nearly 40 percent of the 5.2 million HIV positive people in India are women and nearly 80 percent of them have contracted this infection from their husbands or partners.
• Almost 90 percent of these positive women are thrown out of their homes after their husbands die of AIDS.
• While the general public continues to believe that most women with HIV/AIDS are sex workers, official numbers indicate that they make up less than one percent of the 2 million female infections.
It has been created pro bono by advertising agency Ogilvy and Mather in four languages -Hindi, English, Kannada and Marathi. Developed by Piyush Pandey – National Creative Director and Emmanuel Upputuru – Senior Creative Director.