According to The Gap Report, published by UNAIDS in 2014, there are an estimated 250 000 [230 000–280 000] adults and children living with HIV in the Caribbean. The predominant mode of HIV transmission is heterosexual intercourse, with new HIV infections among young women now surpassing those among men in many countries. PSI-C seeks to reduce risk and promote sexual health among the target populations through behaviour change communication activities and messages designed to respond to key behavioural determinants such as the ability to use a condom correctly, personal risk perception, concurrent partners, social support (for youth), and in the support of uptake of reproductive health services. PSI-C has built strong partnerships with leading commercial networks and infrastructure. PSI-C’s work in the region has focused on underserved target groups particularly youth, women in difficult circumstances including Spanish-speaking sex workers, MSM and military personnel.
With the Got it? Get it. campaign PSI-C created a powerful, youth oriented, Caribbean-flavoured brand that has the ultimate goal of empowering Caribbean youth to be sexually responsible. The brand is unusual because it aims to promote condom use (positive behaviour) and signify condom availability rather than promotion of any one particular product.
PSI-Caribbean continues to promote and educate on the use of contraception through its versatile Got it? Get it campaign.