Acceptance Journeys: Reducing Antigay Stigma and HIV Risks

This case outlines and examines the implementation and evaluation of the Acceptance Journeys campaign. Acceptance Journeys is a social initiative that aims to reduce homophobia or antigay stigma leading to reduced HIV risks among black residents of Milwaukee County, Wisconsin, USA. The campaign disseminates messages containing true and personal stories of the LGBTQ people emphasizing their journeys toward acceptance in the community. Stories presented in the Acceptance Journeys campaign covered both positive and negative messages including rejection and avoidance to acceptance and appreciation. The campaign made use of mass-mediated and interpersonal communication channels within the community.