Daijiworld Media Network - Shillong

Shillong, Aug 12: Meghalaya is set to strengthen its fight against HIV and sexually transmitted infections (STIs) with the launch of the Intensified IEC Campaign 3.0, focusing on young people, early testing, treatment and reducing stigma associated with the disease, officials said on Tuesday.

The two-month statewide campaign will be launched on Wednesday alongside International Youth Day programmes at Lady Keane College, with Health and Family Welfare Minister Wailadmiki Shylla attending the event as the Chief Guest.

The campaign comes amid concerns over the continuing HIV burden in the state and social barriers that often discourage people from undergoing testing or seeking treatment.

According to data compiled by the Meghalaya AIDS Control Society in November 2025, more than 10,000 people, including nearly 500 children, had been diagnosed with HIV/AIDS in the state. A senior official said East Jaintia Hills has emerged as a major area of concern.

National HIV estimates have also indicated that Meghalaya's adult HIV prevalence remains significantly above the national average.

The campaign will seek to take awareness activities beyond conventional messaging by reaching communities through educational institutions, villages and digital platforms.

Its target groups include adolescents and young people, students, pregnant women, vulnerable communities, healthcare workers, government officials, community representatives, media professionals and social media influencers.

Authorities plan to organise rallies, roadshows, village meetings, awareness programmes in schools and colleges, screening and counselling camps and door-to-door outreach.

Community radio, digital campaigns, folk performances and flash mobs will also be used to make information on HIV and STIs more accessible, particularly among young people.

The campaign will address HIV transmission and prevention, safer sexual practices, STI prevention, early diagnosis and treatment, and misconceptions surrounding HIV. It will also highlight the link between substance use and HIV transmission.

A key component will be efforts to tackle stigma and discrimination against people living with HIV, which health authorities say remain major obstacles to timely testing and treatment.

The campaign will promote the National AIDS Helpline 1097 and the online HIV Risk Assessment Tool to help people access information and services.

Meghalaya has previously adopted community-based approaches to HIV awareness, particularly in Jaintia Hills, where youth-focused campaigns have stressed testing, accurate information and compassion towards people living with HIV.

Officials hope the latest statewide campaign will encourage more people to undergo testing early and access treatment while creating a more informed and supportive environment for those affected by HIV.