Project “BREAKING THE SILENCE.”

A Popular Saying:“Two religions in Lithuania”

European Men's Basketball Championship in Lithuania

Aug 31 - 18 Sept 2011

- is a social – HIV/AIDS awareness campaign, that started with EUROBASKET 2011 and will last till 31st of DEC 2011.

The goal of the campaign is to raise HIV/AIDS awareness and get people to undergo regular check-ups.

Campaign’s initiated events resulted significant press interest and influenced hundreds of people in Lithuania to do HIV tests.

“Breaking the Silence.”

HIV Testing Results

Come for testing 930Male 605Female 325Test HIV + 14HIV - 916Age group18 – 24 23325 - 30 34030 > 357

Date for 1 December 2011

Free Testing SitesWhere can one get the free-of-charge HIV test from 11 Aug- 31 Dec?

Diseases Diagnostics Laboratory ENDEMIK:• Vilnius Branch, Kareivių str. 9, working hours: I–V 7.30–20.00, VI 9.00–14.00• Kaunas Branch, Savanorių ave. 177, working hours: I–V 8.00–19.00, VI 10.00–14.00• Klaipeda Branch, Sodų str. 3-7, working hours: I–V 8.00–19.00, VI 10.00–14.00• Šiauliai Branch, S. Daukanto str. 90, working hours: I–V 8.00–19.00, VI 10.00–14.00• Panevezys Branch, Smėlynės str. 19-1, working hours: I–V 8.00–18.00, VI 10.00–14.00 • Alytus Branch, Naujoji str. 48, working hours: I–V 8.00–18.00, VI 10.00–13.30

Vilnius: Family Clinic SANITAS FAMILIAE, Žirmūnų str. 70, working hours: I–V 8.00–19.00

Klaipėda: Medical Center LORNA, Naujojo Uosto str. 14, working hours: I–V 8.00–18.00

Kaunas: Hospital of Lithuanian University of Health Sciences , Kauno Klinikos, Family Medicine Clinic , Vytauto

Ave. 49, working hours: I–V 8.00–17.00

“Breaking the Silence.”Core Events2011 08 11

PROJECT LAUNCHPress conferenceStart of Free testing

August1st general media coverage

16 Sep March in Kaunas

9 SepMarch in Vilnius

31 DecEnd of free testings

Jan 2012final press conference

11 Aug 2011Facebook & www.aids.lt launch

OctoberInitiate overview of the projectin media

December2 general media coverage linkt with Flashmob and World AIDS Day

1 Dec Flashmob

Impressive launch of HIV social project ”Breaking the Silence.”

Press conference on 11 August in Vilnius City Municipality (project "Breaking the silence" launch) attracted a very large interest of media, including TV

Assoc. prof. S.Caplinskas, NBA player L.Kleiza, moderator A. Armoskaite, official representative of “Eurobasket 2011”M.Balciunas, leader from Estonia HIV patients organization J.Voinova, Deputy Mayor of city Vilnius J.Pinskus

Press Conference Speakers

Impressive launch of HIV social project ”Breaking the Silence.”Project attracted much interest due to the fact that it was supported by strong opinion leaders: - Lithuanian basketball star – NBA player L.Kleiza,- Lithuanian national basketball team members – captain R. Javtokas, M. Lukauskis,- General Secretary of the Lithuanian Basketball Federation and official representative of “Eurobasket 2011” M.Balčiūnas,- Deputy Mayor of Vilnius city J.Pinskus, - Lithuanian music and movie stars (some of them well-known outside Lithuania).

Early diagnosis of HIV – the most important goal of this project

Early diagnosis of HIV – it means early initiation of treatment and early monitoring of infection.

Our tasks:• Encourage the population to undergo regular check-ups

by showing the benefits of early diagnostic using the Basketball players as opinion leaders.

• To provide free of charge HIV testing during European Basketball Championship and continue till 31 Dec 2011;

• Remove the social stigma from the issue;• Encourage the discussion of the subject in the media;• Raise public awareness of HIV/AIDS and methods to

prevent the spread of HIV.

Media attendees in the launch of HIV social project ”Breaking the Silence.”

We received full coverage of all expected TV and internet mediachannels as well as accompanying the addition of publications in print media.

Internet channels:• www.delfi.lt - the biggest in Baltic states internet news portal www.delfi.lt/TV

• www.lrytas.lt - the 2nd most popular internet news portal in Lithuania

• www.15min.lt - the 3rd most popular internet news portal inLithuania / www.15min.lt/TV

The Baltic Times:• www.balsas.lt• www.alfa.lt• www.laikas.lt• www.bernardinai.lt• www.moteris.lt• www.fotodiena.lt

TV channels:• LRT – national television and radio (TV

report on national news “Panorama”)• Sport1• TV3 – news report • TV3 – TV show “Be komentarų” report• PERVYJ BALTIJSKIJ KANAL – Russian

speaking TV report • Penki TV

Radio:• Žinių radijas (News radio)• National radio channel

Print media:“Moteris” – life style magazine for women“Laima” – life style magazine for women“Ji” – life style magazine for women“Vakaro žinios” - newspaper“Valstietis” - newspaper“Atgimimas” – newspaper“Lietuvos sveikata” – newspaper

Eurobasket 2011 official TV sportscommentator Robertas Petrauskispublicly pledged to make HIV test

HIV social project ”Breaking the Silence.”press conference finished with official promise

The launch of HIV social project ”Breaking the Silence.” began with a loud whistle in main national TV channelTV show “ Labas Rytas” with 7 min. reportage on 12 August : assoc. prof S.Caplinskas presented about the HIV/AIDS problems in Lithuania and the project

http://www.youtube.com/watch?v=SZPjbaAt01Y&feature=player_embedded

On 11 August officially started project website: www.aids.lt www.breakingthesilence.eu

Facebook project page reached 2980 fansalready during in the first month

Contest submissions

Contest inFACEBOOK page "Like"

Official information of the project in Facebook page for fans

Lithuanian media: silence, bound up with HIV/AIDS issues, will be broken off by marches

article

“Breaking the Silence.” Marches Moments

Marches in Vilnius and Kaunas Break Silence Around HIV/AIDS

http://www.youtube.com/watch?v=FUe3jjt0DVg

vtv.lt 15min.lt delfi.lt

alfa.lt

Perfect reportage on the main national TV channel:

Link to the archived report about march in Vilnius in everyday news programme:

http://www.lrt.lt/archyvas/?channel=234940&section=1&filter=&record=42858_1315643362

Lithuanian media: silence, bound up with HIV/AIDS issues, was broken off by marches

After introducing the campaign through the media and public events, next stage was to support the campaign with new happening –BTL event.On the 1st of DEC (World AIDS Day) was planned flashmob action in Klaipeda city, where was 1st HIV positive case determined in Lithuania at 1989.

“Breaking the Silence.”Flashmob Action

Note:Flashmob - are sudden gatherings of people who briefly perform an unusual act, and then disperse like nothing had happened.

Note:Flashmob - are sudden gatherings of people who briefly perform an unusual act, and then disperse like nothing had happened.

Flashmob action helped to involve and spread campaigns message within young and active people that are likely to share information in their social life (share flash mob video on social websites, personal profiles, etc.).

We suggested to invite Lithuanian schools and universities to participate in the action by encouraging their students to show social responsibility towards the HIV/AIDS related problems and participate in a flashmob action at their schools on the 1st of DEC.

“Breaking the Silence.”Flashmob Action Target

Young people from Klaipeda (main FM action) agreed to participate in action to rise awareness of HIV/AIDS problems. The action joined Klaipeda city mayor V.Grubliauskas.

After students gathered at agreed place and dressed in campaigns T-shirts, each of them found poster with the single letter. When they stand in a square each holding a poster –they made the note – Break the silence. AIDS is spreading. With the music sound and holding posters they moved into the bigger square and suddenly the people who where watching the action from outside symbolically became the part of the action while just standing near by. It symbolized how easy HIV can be spread.

Flashmob Action Plan

“Breaking the Silence.”Flashmob Moments from Klaipėda

Flashmob in Klaipėda & Other Cities

• The main flashmob action was filmed and posted at campaigns website, Facebook profile and youtube.com

http://www.youtube.com/watch?v=abMTUcLFpEw

• More then 100 schools all around Lithuania joined the campaign and filmed short flashmob actions at their schools using “Breaking the silence.” campaigns symbol –whistle. They posted their videos online (few examples bellow)

http://www.youtube.com/watch?v=1R-05QQVgkshttp://www.youtube.com/watch?v=00r7Yn2EQ5Ihttp://www.youtube.com/watch?v=CNiRIR_52xs&feature=g-uplhttp://www.youtube.com/watch?feature=player_embedded&v=qprGWyVBRJghttp://www.youtube.com/watch?v=Tpk__0sAmyc&feature=youtu.behttp://www.youtube.com/watch?v=CTC3vok32H8

“Breaking the Silence.”Flashmob Action Plan

http://www.ve.lt/video/video-naujienos/flesmobas-skirtas-pasaulinei-aids-dienai/http://www.15min.lt/naujiena/miestas/klaipeda/aids-dienai-gyva-akcija-43-182810http://www.ve.lt/naujienos/visuomene/sveikata/tolerancijos-sventeje-klaipedoje---atvirai-apie-ziv-ir-aids-464895/

http://www.delfi.lt/news/daily/Health/klaipedieciams-pavaizdavo-kaip-lengva-uzsikresti-ziv.d?id=52405411http://www.bernardinai.lt/straipsnis/2011-12-01-klaipedieciai-kurybingai-paminejo-pasauline-aids-diena/72983http://www1.lrytas.lt/-13227425171322163595-klaip%C4%97die%C4%8Diai-tapo-liudininkais-kaip-lengva-u%C5%BEsikr%C4%97sti-%C5%BEiv.htmhttp://www.geroszinios.lt/naujienos/lt/socialiniai_reikalai/8913?Lietuvoje_flashmobu_pamineta_pasauline_AIDS_dienahttp://www.diena.lt/naujienos/lietuva/klaipedieciai-mini-pasauline-aids-diena-393071?utm_source=feed_reader&utm_medium=rss&utm_campaign=rfeed/komentarai

“Breaking the Silence.”Flashmob Media Monitoring

“Breaking the Silence.”Internetional Promotion

2011 08 11PROJECT LAUNCHPress conferenceStart of Free testing

Dec Presentation in NDPHS EG on HIV/AIDS and Associated Infections in Riga

Oct       Presentation in EACS Conference in Belgrade

2011 12 31End of free testings

Jan 2012final press conference

?Dec              Presentation in EC HIV/AIDS Think Tank in Luxembourg

Nov  Presentation in ARIC, Kaunas

Nov Presentation LIMSA

Project was presented at EACS Congress in Belgrade, Oct 2011

• Project applauded as excellent example to other countries by EACS President Peter Reiss;

• Serbian basketball player Aleksandar Rasic who plays for Lithuanian team Lietuvos Rytas urged other countries to join the action

http://www.youtube.com/watch?v=w_y513GAKBY&feature=related

We invite you to join the project and send us the list of sites where free HIV tests are available in our country.

Contact e-mail: aids@aids.lt

We invite you to join the project and send us the list of sites where free HIV tests are available in our country.

Contact e-mail: aids@aids.lt

This paper was produced for a meeting organized by Health & Consumers DG and represents the views of its author on thesubject. These views have not been adopted or in any way approved by the Commission and should not be relied upon as a statement of the Commission's or Health & Consumers DG's views. The European Commission does not guarantee the accuracy of the dataincluded in this paper, nor does it accept responsibility for any use made thereof.