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People in Botswana often receive inaccurate information about HIV/AIDS through the media because reporters lack basic knowledge about the virus and have limited access to reputable sources and evidence-based resources. This inaccurate information fosters stigma and does little to stem the spread of HIV.

Partners at the Media Institute of Southern Africa (MISA) in Gaborone and the Zambia Institute of Mass Communication (ZAMCOM) in Lusaka are working to change this through a targeted effort to improve the quality, quantity, and scope of HIV/AIDS reporting in Botswana.

With the objective of increasing public awareness of HIV/AIDS and its impact on all sectors of society, this south-south partnership is providing skills-based journalism training for reporters and editors, as well as timely, accurate, issue-based information on HIV/AIDS. They are also disseminating best practices in HIV/AIDS reporting to media outlets throughout the country.

At the onset of their collaboration, partners conducted a situational analysis of HIV/AIDS reporting in Botswana and produced a report that they disseminated to media outlets during a symposium in November 2007. They have since conducted multiple trainings on the topic of “Media Fatigue and Stigma in Botswana: Changing Hearts, Minds, and Behaviors,” which educate reporters and editors about stigma and HIV/AIDS fatigue.

Partners produced a publication, “Inspiring HIV and AIDS Reporting in Africa,” which was distributed to participants at the Highway Africa Conference in South Africa in 2008 and 2009. The 2009 conference in Grahamstown also served to launch the partnership’s “HeartsMinds” campaign, an awareness and outreach effort to change the way people think, feel, and behave about HIV and people living with the virus. HeartsMinds was rolled out to local community organizations and NGOs in 2009, a process that continued through 2010-2011.

Other key activities of this partnership include working with local NGOs to determine their media relations needs and training them on public relations skills so they are better able to build an effective relationship with media houses and conducting “Mafoko Mathlong,” a type of community forum or open conversation about HIV/AIDS. Partners record these events and broadcast them to the public.

Updated November 14, 2011