The issue of HIV is not yet critical in Armenia, but the increasing number of infections in this small country is threatening. To address this issue, the Armenian Red Cross youth has decided to scale up its prevention and anti-stigma activities, and to involve young celebrities in the process.

The campaign involved the major mass media companies in the country, the most famous TV and music stars and the biggest leisure centres in the capital Yerevan.

Activities started in May this year with a parade, including a theatre on wheels and a candlelight procession, through the most central streets of Yerevan. The parade ended with a memorial hour on the central city square. The youth volunteers also participated in a special HIV edition on one of the most popular TV shows in Armenia, where they competed against a famous Armenian hip hop group on HIV knowledge.

The campaign concluded with a concert by some of the most famous pop stars in the country who also conveyed messages on HIV prevention and anti-stigma. In addition to entertainment, the young audience got information on HIV, safer sex, and how to become involved in prevention work.