‘It’s different now,” a new social marketing campaign says, as warnings to ‘high-risk groups’ become yesterday’s news

This year’s 2011 World AIDS Day campaign is about “getting to zero”—zero new HIV infections, zero discrimination, zero AIDS-related deaths. The campaign is set to run until 2015.

An estimated 65,000 Canadians are living with HIV—with perhaps 26% of those people unaware of their HIV status. It’s one reason why Vancouver Coastal Health says that every adult who has not had an HIV test in the past year should have one the next time they have a blood test for any reason.

Why?  HIV is a very different disease now than it was 20 years ago. Now a new social marketing campaign called “It’s Different Now” encourages all adults to get tested for HIV at their next health care visit.

We speak with Heidi Exner, health promotion and community development manager at AIDS Vancouver Island.

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