Glossary of Terms

HIV/AIDS

HIV stands for human immunodeficiency virus. It is the virus that cause AIDS, which stands for acquired immune deficiency syndrome.

Social marketing

Social marketing means using commercial marketing or advertising principles to promote a new idea, behavior, or service. The Banyan Tree Project seeks to promote the idea that stigma against A&PIs affected by HIV/AIDS is harmful. The Project also urges A&PIs to get tested for HIV and to access health and support services if they are HIV-positive.

HIV/AIDS-related stigma

HIV/AIDS-related stigma can be described as a “process of devaluation” of people either living with or associated with HIV and AIDS. An example of stigma is the common belief that people with HIV/AIDS deserve what happened to them because they did something immoral or illegal (such as injected drugs, had sex with someone of the same gender, or traded sex for money). Stigma leads to discrimination against people living with or associated with HIV/AIDS,. Society may treat them unfairly – they might lose their jobs, be rejected by their friends and family, or be treated poorly by service providers.