Since the 1980s, the fight against HIV/AIDS has gained global attention. Although, as the struggle to control the virus has become increasingly more visible, people living with HIV/AIDS have also face increased stigmatization, often encouraged by prevention campaigns meant to help.

In late December of last year, Fundación México Vivo’s launched an HIV prevention campaign encouraging pregnant women to get tested. Based on statistics of alarmingly high number of Mexican women unknowingly passing the virus to their child, whether at birth or later through breastfeeding, Fundación México Vivo’s campaign used images of children in hopes of scaring women into inquiring about their status.

However, facing accusations of misogyny and homophobia from women’s groups, gay men’s groups, and other HIV/AIDS organizations, Fundación México Vivo was pressured to remove its ads.

“Scaring mothers-to-be with the thought that their sons or daughters could be labeled gay or lesbian if they’re born with HIV reinforces the myth that HIV/AIDS is only a gay disease,” says Oriol Gutiérrez, editor in chief of Tu Salud Magazine and deputy editor of Poz Magazine.

Fundación México Vivo eventually apologized for the campaign through a press release saying, “We offer our most sincere and heartfelt apology to any person who may have been offended through our campaign, since in no moment in time as an organization has it been our intention. We infinitely thank all the constructive criticisms, since it is only through dialogue that we can jointly find solutions to problems so embedded in our society.”

However, according to Gutiérrez, the damage may have already been done.

“Despite good intentions, HIV media campaigns can sometimes have negative consequences,” says Gutiérrez. “Some people believe that using fear as prevention or stigma as prevention works. Even if there is short-term impact, which I’m not convinced, ...