At the centre of this effort is a focus on the voices of 2 handsome, healthy-looking HIV-positive Jamaicans, Annesha Taylor (a woman) and Ainsley Reid (a man), who "have bravely come forward" to participate in the campaign. Through various mass and printed media, they will speak publicly about their experiences living with the disease.

The strategy here involves communicating the stories of real people grappling with HIV/AIDS in an effort to help Jamaicans understand that the growing number of persons living with the disease "are like you and me, who have their lives to live, and wish to do so free from the stigma of HIV and free from any discrimination that may arise due to their HIV status." TV and radio public service announcements (PSAs) as well as posters and billboards are being used as tools to help offset the fear of stigma and discrimination, which can prevent people from getting tested, seeking treatment, or admitting their HIV status publicly, which can exacerbate the spread of the disease. By putting a "human face" on the disease, the campaign also strives to prevent human rights violations such as people with HIV being turned away from healthcare services, educational institutions, or employment, or being refused entry to foreign countries.

HIV/AIDS, Rights.

It is estimated that over 25,000 Jamaicans are living with the HIV virus and - of this number - 15,000 are not aware of their HIV status.

As part of this campaign, the government, through the National HIV/AIDS Control Programme, is providing antiretroviral treatment to some 2,000 Jamaicans living with AIDS. This represents approximately 50% of persons in need of treatment.