2008 Speeches
Pan American Social Marketing Organization's Launch of New Masculinity Campaign (October 28, 2008)
Radisson Fort George Hotel and Marina
Belize City
Welcome, and thank you for inviting me to speak at the official launching of the New Masculinity Campaign – a new initiative of the Pan American Social Marketing Organization (PASMO).
With funding provided by the United States Government, PASMO has launched this campaign across Central America to confront the traditional idea of “Machismo” and contrast it with the reality of men’s self perceptions in today’s culture.
The campaign is based on research performed among men ages 18 to 50-years-old. PASMO used the profiles to provide alternatives to the traditional views of masculinity and linked each profile to different styles of HIV/AIDS prevention. Four television spots were filmed in English with Belizean actors for use in Belize.
About six weeks ago, the employees at the U.S. Embassy and I had the opportunity to view the television spots prior to the program launch. I would like to thank Lindsey Haegar and Norman Garcia of PASMO for giving us that opportunity and to compliment you on the quality of the project and this innovative approach of encouraging behavioral change and HIV/AIDS prevention.
Anyone familiar with the HIV/ADIS epidemic in Belize knows that prevention efforts, if they are to be effective, must focus on behavioral change and must promote a cultural shift that discourages promiscuity and encourages faithfulness between partners.
The new masculinity campaign attempts to educate without preaching and to promote discussion of the need for a concept of masculinity that reflects today’s realities.
Statistically, the Central American region ranks second in the world in HIV/AIDS cases – second only to Sub-Saharan Africa. Belize also has the highest incidence of HIV/AIDS in Central America. According to the National Health Information and Surveillance Unit, the total reported AIDS cases in Belize from 1986 to March 2008 number 937, and reported HIV infections number 4,395.
Putting those numbers in context tell the real story. The incidence rate in Belize is estimated between 2.4 and 2.7 percent – that means 1 in every 50 persons in Belize is carrying the virus. That is a startling statistic.
The most alarming trend in Belize is that young women are especially affected, with girls in their late teens far more likely to be infected with HIV than their male counterparts.
At the recent COM Conference on HIV/AIDS in Trinidad, we were told that only 1 in 3 people who carry the virus are aware that they are infected. The other 2 people go about spreading the virus to those with whom they have sexual contact.
It is our hope that this new masculinity campaign, by targeting especially the “Sugar Daddy” syndrome and the “Machismo” attitude, will encourage positive behavioral change and help reduce the incidence of HIV and AIDS in Belize.
Once again, I thank you for joining us this evening and I would now like to invite Regional Marketing Director Sussy Lungo to present PASMO’s new masculinity campaign.
Thank you.