Campaigners say a new advert on HIV released today provides a ‘decades overdue’ medical update in the fight against the disease.

It is the first major TV advert on HIV to air in Scotland since the UK government’s ‘Don’t Die of Ignorance’ campaign 40 years ago.

The 1987 advert featured fallen tombstones and shared the message that HIV is a ‘deadly disease’ with ‘no known cure’.

But the new advert, which aired on STV this evening, shares a very different message. It reflects on medical advancements and focuses on how someone who is HIV positive can ‘live a healthy, happy life just like anyone else’.

It is being shown after new research, published today, found stigma towards people living with HIV remains high even though so much has changed since 1987.

The YouGov research found that just one third (35%) of people in Scotland would be happy to kiss someone with HIV, even though we have known since the 1980s that it cannot be passed on through saliva.

The advert aired for the first time at 7.58pm tonight just before Coronation Street, which is one of Scotland’s most-watched television shows.

YouGov research found that a third of people wouldn’t kiss someone with HIV even though they discovered in the 1980s it couldn’t be passed on through saliva (Picture: PA)

It accompanies a wider campaign, which will appear on billboards, in newspapers and online.

Emma McAnally from Glasgow, is living with HIV and says the stigma has been the ‘single biggest barrier’ of her diagnosis.

The 34-year-old said she was in ‘total disbelief’ when she was first diagnosed with HIV as she didn’t think it was something that would affect her, but she said the doctor reassured her she would be able to live a normal, healthy life and wouldn’t pass it on to others.

Emma said: ‘HIV hasn’t limited my hopes and aspirations in any way, but the stigma has been the single biggest barrier of my diagnosis.

‘Unfortunately, this stigma deeply affected me, my family and friends didn’t know how to respond and it was pretty horrific for me.

‘Eventually, I became determined not to let that shame define me – having children was the biggest turning point for me as I became so confident in my body and by being on effective treatment, knew I could give birth to my son and daughter and they would be HIV negative.

Emma said the stigma has been by far the most difficult aspect of her HIV diagnosis (Picture: Terrence Higgins Trust)

The advert will air on STV for the first time tonight before the popular Coronation Street (Picture: Terrence Higgins Trust)

‘It’s incredible to see a long overdue TV advert on the reality of HIV in 2023 and how stigma is now more harmful than the virus itself. I hope it helps people living with HIV who are struggling to come to terms with their diagnosis feel a little bit less alone and also educates and raises awareness.’

The advert’s main message is that the stigma around HIV is more harmful than the disease itself.

Public Health Scotland found that last year, the number of heterosexual people newly diagnosed with HIV in Scotland was higher than gay and bisexual men for the first time in 15 years.

Richard Angell, chief executive of Terrence Higgins Trust, said: ‘The government’s AIDS awareness advert in the 1980s undoubtedly saved lives, but it also cast a long shadow by terrifying a generation about HIV.

‘That’s why it is high time we update everyone’s knowledge about the incredible progress that’s been made in the fight against HIV over the last 40 years by bringing it back into millions of living rooms.

The messaging shared in the 1987 ad was very different to the new one (Picture: Terrence Higgins Trust)

A lack of knowledge about how much progress has been made medically in the fight against HIV is clear from the research (Picture: Terrence Higgins Trust)

‘Our new film is based on the direct experiences of people living with HIV in Scotland who shared how much of a challenge the stigma still surrounding HIV is in their day-to-day lives.

‘In hospital, on dating apps and even in their own homes. Which is why, alongside all the good news about HIV today, we knew we had to show how devastating HIV-related stigma can be for those directly impacted.

‘I hope millions will see our advert in the weeks ahead and be motivated to learn the facts and ditch the fiction about HIV.’

Jenni Minto, public health minister for Scottish government, said: ’40 years ago, an HIV diagnosis was regarded as a death sentence – today people with the virus are able to live long, happy and healthy lives thanks to effective treatment.

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‘I have often heard that the alarming and intentionally fear-driven campaigns of the 1980s have left a damaging legacy of stereotypes and misconceptions. And people living with HIV in Scotland still continue to live with that stigma which impacts on their lives.

‘This campaign addresses that and reflects a commitment we gave last year to fund a marketing campaign to reduce the stigma that makes some people less likely to access HIV prevention, testing and treatment services.

‘This will play an important role in achieving our commitment to eliminate new transmissions of HIV in Scotland by 2030.’

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The ad highlights how the stigma is more harmful than HIV itself.