The Benyan Tree Project: Stop HIV/AIDS-related Stigma in the API Communities

I’ve just learned that the annual increase of HIV infections in the US Asian & Pacific Islanders (API) communities is the fastest in the nation.

The Benyan Tree Project is a national social marketing campaign to stop HIV/AIDS-related stigma in the API communities. The program has released four public service announcememtnts (PSAs) featuring three major API stars:

Joan Chen, an award-winning actress, director, and producer
http://banyantreeproject.org/extras/joan_chen_welness_center.mov

Amy Hanaiali’I Gillom, a Hawaiian singer/songwriting legend
http://banyantreeproject.org/extras/amy_api_wellness_psa.mov

Jason Kyson Lee, actor from NBC's critically-acclaimed television drama Heroes
http://banyantreeproject.org/extras/James_welness_center.mov

http://banyantreeproject.org/extras/combined_welness_center.mov (combined spot)

The PSAs highlight the alarming increase of HIV infections in the US API communities; the importance of showing compassion to those living with HIV; and the need for APIs to get tested for HIV.

The PSAs were tailored to be regionally relevant for distribution across the US. Estimate of 200 million households will be reached by the spots in the coming 3 months. Through informing, teaching and setting a positive example, the Benyan Tree Project aims to stop the cycle of discrimination and silence, by eliminating barriers that delay or prevent access to HIV prevention and care services.

It is not an easy task, but I believe the Benyan Tree Project is on the right track.