Banyan Tree Project
The Banyan Tree Project is a national social marketing campaign to stop HIV/AIDS-related stigma in Asian & Pacific Islander (A&PI) communities, whose access to services may be hampered by cultural traditions of silence and discrimination surrounding the subject of HIV/AIDS. Led by the Asian & Pacific Islander Wellness Center and funded by the U.S. Centers for Disease Control and Prevention (CDC), the project involves a national awareness day and campaign, media sensitisation, educational tools, peer-based programming, and other communication approaches that aim to boost awareness of the epidemic and advocate for culturally-specific resources for Asian Americans. The ultimate goal is to improve the health of A&PIs by increasing their use of HIV prevention and treatment services through the elimination of stigma.
Communication Strategies
In brief, throughout the year, Banyan Tree facilitates organisations and individuals in getting the word out about how HIV/AIDS and HIV/AIDS-related stigma affect A&PIs through speakers' panels, conferences, public service announcements (PSAs), news articles, a website, and other methods. In addition, special events are held each year on May 19th to honour National A&PI HIV/AIDS Awareness Day.
Specifically, nationwide televised PSAs are designed to promote acceptance of AP&Is with HIV/AIDS. These PSAs feature Asian Americans talking about HIV/AIDS in an effort to curb the stigma surrounding the disease. For example, "I Am Still Me" personalises AIDS by reminding AP&Is that community members they encounter every day - family members, friends, co-workers, caregivers, service providers, and so on - may be living with the disease. "We Can" includes messages designed to quell fears and misunderstanding by stressing that "we can still kiss", and the like.
In addition, each May 19th, people attend events in cities across the country to raise HIV/AIDS awareness among the AP&I community, to sensitise the media, and to foster national and regional leadership among AP&I opinion leaders. For instance, on the first such awareness day (in 2005), key leaders in the fight against HIVAIDS-related stigma were recognised with awards in cities holding awareness day events. In Chicago, A&PIs living with HIV/AIDS spoke publicly about how stigma and discrimination have affected their lives. Radio, television, and print ads, as well as posters and signs, promoted HIV/AIDS awareness and addressed the issue of stigma in Honolulu's "No Shame" campaign. Furthermore, an HIV/AIDS research summit was held in New York City, and a Washington, D.C. speakers' panel discussed how faith-based organisations could play a role in reducing HIV/AIDS-related stigma in A&PI communities.
Advocacy is another component of the project. The Banyan Tree pledge is meant to demonstrate a national, multi-racial community lending their names in support of healthy A&PI communities. The pledge includes several components, such as: "All A&PIs deserve access to quality HIV care, testing, treatment and prevention in their native languages...", "Discussion of sexual health, reproductive health, and safer sex should be open, accurate and support informed decision-making...", and "The U.S. Government has a responsibility to fulfill and increase its commitment to fight HIV/AIDS in the U.S. and the growing pandemic in the Asia Pacific Region."
Organisers are also working to develop and evaluate culturally appropriate educational tools and HIV prevention programmes that go beyond individual behaviour change and work to transform cultural perceptions about HIV/AIDS. The goal will be to foster a sense of compassion and community building in an effort to break down the barriers that prevent A&PIs from seeking proper health care.
Specifically, nationwide televised PSAs are designed to promote acceptance of AP&Is with HIV/AIDS. These PSAs feature Asian Americans talking about HIV/AIDS in an effort to curb the stigma surrounding the disease. For example, "I Am Still Me" personalises AIDS by reminding AP&Is that community members they encounter every day - family members, friends, co-workers, caregivers, service providers, and so on - may be living with the disease. "We Can" includes messages designed to quell fears and misunderstanding by stressing that "we can still kiss", and the like.
In addition, each May 19th, people attend events in cities across the country to raise HIV/AIDS awareness among the AP&I community, to sensitise the media, and to foster national and regional leadership among AP&I opinion leaders. For instance, on the first such awareness day (in 2005), key leaders in the fight against HIVAIDS-related stigma were recognised with awards in cities holding awareness day events. In Chicago, A&PIs living with HIV/AIDS spoke publicly about how stigma and discrimination have affected their lives. Radio, television, and print ads, as well as posters and signs, promoted HIV/AIDS awareness and addressed the issue of stigma in Honolulu's "No Shame" campaign. Furthermore, an HIV/AIDS research summit was held in New York City, and a Washington, D.C. speakers' panel discussed how faith-based organisations could play a role in reducing HIV/AIDS-related stigma in A&PI communities.
Advocacy is another component of the project. The Banyan Tree pledge is meant to demonstrate a national, multi-racial community lending their names in support of healthy A&PI communities. The pledge includes several components, such as: "All A&PIs deserve access to quality HIV care, testing, treatment and prevention in their native languages...", "Discussion of sexual health, reproductive health, and safer sex should be open, accurate and support informed decision-making...", and "The U.S. Government has a responsibility to fulfill and increase its commitment to fight HIV/AIDS in the U.S. and the growing pandemic in the Asia Pacific Region."
Organisers are also working to develop and evaluate culturally appropriate educational tools and HIV prevention programmes that go beyond individual behaviour change and work to transform cultural perceptions about HIV/AIDS. The goal will be to foster a sense of compassion and community building in an effort to break down the barriers that prevent A&PIs from seeking proper health care.
Development Issues
HIV/AIDS.
Key Points
According to organisers, between 1999 and 2003, AIDS diagnoses among A&PIs increased by 34%. An Asian Pacific AIDS Intervention Team (APAIT) report finds that Asian Americans frequently stigmatise their HIV-positive peers. A&PIs comprise more than 40 different ethnic groups and communicate in over 100 languages and dialects. APAIT Programme Director Tim Young said, "Because of the many dialects and many separate Asian populations, it's a difficult group to reach."
In many A&PI cultures, the banyan tree, with its fan-shaped leaves, is a meaningful symbol of enlightenment, safety, and shelter.
In many A&PI cultures, the banyan tree, with its fan-shaped leaves, is a meaningful symbol of enlightenment, safety, and shelter.
Partners
A&PI Wellness Center, Hawai'i Multicultural HIV/AIDS Resource Project of Life Foundation, Asian & Pacific AIDS Intervention Team, Asian Health Coalition of Illinois, Massachusetts Asian & Pacific Islanders for Health, Asian & Pacific Islander American Health Forum. Funded by the CDC.
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