On Nov. 30, Dr. Linda M. Distlerath, the global executive director for the Partnership for an HIV-Free Generation, presented a guest lecture on the methods of creating ways for HIV prevention in sub-Saharan Africa.Disterlath is a recognized spokesperson with 20 years of experience in public affairs, public policy and global health policy to lecture about HIV/AID prevention.

The PEPFAR (Presidents Emergency Plan for AIDS Relief) program was first initiated by George W. Bush with $2.3 billion.

Congress reauthorized the program in 2008, and President Barack Obama has continued funding with $6.6 billion for the national HIV/AIDS relief in 2010.

The aim for the U.S. government, PEPFAR and more than 20 public-private sector partners is for a 50 percent reduction of AIDS in sub-Saharan Africa by focusing on the youth using what is called, “lifestyle branding.”

Lifestyle branding is a method of advertisement that builds on-the-ground resources by sending in analysis teams in order to develop new methods of interacting with people living in the slums of sub-Sahara Africa. The team works to share knowledge about prevention as well as to encourage behavior change.

Disterlath explained that the partnership is attempting to create real life models, games and music videos that reflect how young people see themselves in that environment.

“I think everybody believes giving young people the tools and the opportunity to make good decisions could change health status around the world,” said Randy Wykoff, dean of ETSU’s College of Public Health.

Brand labeling resonated with young people in Kenya, when the HIV-Free Generation started using one of the largest nonpolitical gatherings to launch their partnership. They brought together partners for HIV testing at a massive youth concert attracting around 45,000 people, mainly teenagers, because 70 percent of Kenya’s population is younger.

The method is not about products, it is about buying a brand that has a principle reputation for caring about future generations.

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