Launched in the Fall 2010, the campaign aims to break the silence and shame surrounding HIV in African and Caribbean communities, challenges the immigrant community to confront stigma, and make the choice to stand in solidarity with those who are HIV+. It is a simple message, being delivered in a bold and innovative way.

"People are confronted every day by campaigns for social causes," says Stephanie Kaplan, Communications Director, "We wanted to find more effective ways to reach our target audience. Whether that means working with influential and respected members of the community who deliver our message, stenciling the streets of Harlem with the "Why Stand?" logo or sending out mobile marketing teams to hand out custom campaign condoms and materials, we're going to do everything we can to get people's attention-and keep it."

Choose to Stand Up will focus in particular on immigrant communities, where stigma remains one of the primary barriers to the treatment of HIV. African immigrants make up 5 percent of the population of New York City and a similar portion of HIV diagnoses. However, experts suggest the prevalence of the virus among this group may be much higher, since many refuse testing in fear of being discriminated against by friends and family.

"Immigrants in the U.S. are particularly affected, as they are struggling to gain footing in new surroundings, thus creating barriers to HIV prevention, testing and care," explains Kim Nichols, Co- Executive Director of African Services Committee. "Under these circumstances many develop debilitating internalized stigma and are overwhelmed by feelings of worthlessness and despair."

Several notable African and Caribbean New Yorkers will participate in Choose to Stand Up, including Imam Souleymane Konate of the Masjid Aqsa mosques, Madoussou Traore, the President of the Malian Women's Association, and the critically acclaimed electronic band Burkina Electric. The campaign will reach out to African and Caribbean immigrants in the Harlem area in various ways including online at www.whystand.org, on social networking sites such as Twitter and Facebook, in print ads in community newspapers, and subway platform posters.

Choose to Stand Up is part of African Services' HIV Stigma Initiative, a multi-year project that aims to improve health in theAfrican immigrant community through creative outreach and communication that fosters dialogue, challenges stigma, and promotes understanding and compassion in the fight against HIV/AIDS.

For more information about the Why Stand campaign visit the website here, or contact Stephanie Kaplan, Communications Director at 212-222-3882, ext. 130