STRIVING TO INNOVATE NEW APPROACHES
November 25th, 2014
We are constantly questioning our approach, in an effort to ensure that we’re addressing local realities in the most appropriate way possible. Here are two projects, one aimed at prevention, the other at supporting people living with the disease. Both were stand-out projects that experienced great success in the region of Bas-St-Laurent.
Prevention on the big screen
In rural areas, everyone knows everyone, so it’s fairly easy for us to get media collaboration, and in addition, advertising rates are very competitive. This is how we got the idea to run an HIV prevention campaign in the movie theatres. We developed several messages, which were then broadcast alternately in theatres. It’s a seldom-used medium, and yet it’s a perfect way to reach young people, one of our highest priority groups for HIV awareness. Messages were aired over 30 days in December, in every theatre, before every movie (except children’s movies), and reached a captive audience (with no escape!). Theatres are also known to be well-attended in December.
End isolation and bring back smiles
Our territory extends over more than 1,300 kilometres, so we need to get creative to help people living with HIV in our region escape their isolation, in spite of the distances. We’re therefore offering more and more activities that stand out for their scope and originality. For example, we recently organized an outing at an equestrian centre. We rode through the forest on horseback, and then had a picnic. Looking around, there was pure joy in people’s eyes. It was priceless!
Jean-François Babin, Executive Director