| Summary: | Red Initiative is a group comprising of three final year undergraduates collaborating with Action for AIDS (AFA) to create a strategic communications campaign. The campaign entitled, “AIDS: Accept the patient, hate the virus,” has a dual message of educating youths on HIV/AIDS while reducing stigma and discrimination towards AIDS patients. The key measures that were put in place to create a holistic campaign and achieve its objectives are documented in this report. These measures are research, publicity, advertising and event management. Throughout and at the end of the campaign, evaluation was carried out to rectify any shortcomings. This report details the process of the campaign execution and the tools and strategies behind it. In addition, the sustainability of the campaign will be highlighted. The report concludes with recommendations on how AFA can build upon the platform this project has established.
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