The global fight against the Human Immunodeficiency Virus (HIV) has slowed down over the past three years largely due to the world’s attention being fixed on the threat posed by COVID-19. 

And yet on average, the AIDS pandemic took one life every minute in 2021. 

This has threatened the plan to end AIDS by 2030, which has driven UNAIDS East and Southern Africa’s strategy in recent years. 

Data released in the ‘In Danger: UNAIDS Global Aids Update 2022’ report reveals there is now little chance of achieving that aim unless there is a reassessment of the challenge.

UNAIDS RST ESA approached frayintermedia for media engagement support to reignite the programme and help promote the work of the EducationPlus programme, as well as the recently launched UNAIDS 2022 In Danger report in order to drive reach across South African communities.

Part of the plan is to combine traditional public relations methodology with a developmental and social media framework. 

In anticipation of multiple hybrid events hosted by UNAIDS RST ESA, frayintermedia was contracted to facilitate media engagement both on traditional and digital media. This included developing media lists and drafting and distributing media releases on behalf of UNAIDS RST ESA. 

frayintermedia also designed engaging promotional graphics for social media outreach and coordinated the outreach. 

Some published works include ‘Teaming up to end teenage pregnancies in SADC’ published on Health-e and ‘The AIDS response is in danger: We need to accelerate the promise of ending AIDS’ published in The Nation print edition. Frayintermedia also organised a television interview on SABC 1 news.

Other works include an opinion piece ( Botswana needs to sustain strides made in fighting AIDS ) drafted by frayintermedia and later placed and published in Mmegi and The Patriot. 

With extensive experience in advocacy support, frayintermedia believes in advancing global human rights by helping place critical dialogues front and centre in both digital and legacy media.