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      Earlier this month, the 2024 National Association of Black Journalists (NABJ) Convention and Career Fair found itself in the news in the wake of a widely covered interview with Donald Trump. The event did, however, feature a panel more directly relevant to an audience of medical marketers: A session hosted by ViiV Healthcare that focused on HIV prevention among Black patients.
      




      The panel stressed the importance of repositioning HIV prevention as a social justice issue and emphasized the role Black journalists can play in redefining storytelling around the disease.
      




      “Left Behind: Centering HIV in the Black Community as a Social Justice Issue of Today” was moderated by author Demetria Lucas and featured ETR project director Adrian Neil, Jr., Know and Live Counseling and Consulting clinical director Shadawn McCants, actor and LGBTQIA+ activist Laverne Cox and ViiV Healthcare senior medical director Dr. Toyin Nwafor.
      




      


      




      More than 42 million people have died from HIV/AIDS, but the number of AIDS-related deaths have dropped 69% since peaking in 2004, according to data from UNAIDS. This was spurred by advancements in treatment options and the proliferation of pre-exposure prophylaxis (PrEP) medication, among other HIV prevention measures.
      




      Still, despite these advances, Nwafor warned that stigma and misinformation continue to hinder progress against the spread of HIV, especially in the Black community.
      




      “HIV has fallen off the radar for a lot of people,” she said. “Everyone thinks the work is done, that there’s PrEP and everyone’s on it, so it’s not a big deal.”
      




      That’s why ViiV has prioritized addressing underlying stigma surrounding HIV in marginalized communities and encouraging media partners to reframe the narrative. Through more effective storytelling, stakeholders can help normalize conversations around sexual health and HIV prevention, Nwafor said.
      




      To that point, Nwafor called on Black journalists to amplify stories of people living with HIV. This often requires greater interaction with communities disproportionately affected by HIV infections in order to highlight authentic patient experiences.
      




      Additionally, Nwafor challenged Black journalists to cover HIV prevention efforts in a more holistic way. Rather than focusing on high-risk groups, they should strive to normalize all conversations around sexual health.
      




      As for healthcare professionals, Nwafor recommended a patient-centered and community-engaged approach. She cited PrEP as a critical tool in the fight against HIV, noting that guidelines issued by the Centers for Disease Control and Prevention were updated in 2021 to advise that everyone who is sexually active – not just high-risk candidates – should be informed about PrEP.
      




      But a Sermo survey fielded just a year later found that about half of general care physicians didn’t believe they knew enough about PrEP to discuss with their patients. That’s why providers need to have non-judgmental, stigma-free conversations about sexual health and HIV prevention with patients, Nwafor said. They also need to understand the “why” behind these measures. 
      




      Given that much of the growth of PrEP has been fueled by peer-to-peer discussions, healthcare organizations should partner with key figures in underrepresented patient populations and leverage trusted messengers. Similarly, in order to provide equitable, culturally competent care, HCPs must also be aware of their own biases and assumptions.
      




      “Stigma plays a role in all the aspects that are important to getting us to end the epidemic,” Nwafor noted. 
      




      According to Nwafor, only through widespread collaboration can the HIV epidemic be tamed. This includes partnerships among healthcare organizations, media partners and community groups designed to address the social determinants of health and other systemic factors driving HIV disparities.
      




      That was the panel’s lasting message: You can make a difference.
      




      “The importance of storytelling is being able to amplify success stories of people living and thriving with HIV, including people who maybe had never gotten tested and finally got tested,” she said. 
      




      To read an October 2024 article about ViiV bringing HIV prevention to HBCU homecoming festivities, click here.