Kenya has reaffirmed its commitment to end HIV-related stigma and discrimination with a new national campaign titled “Kick out HIV stigma”. The campaign, which aims to engage the Kenyan youth through the Maisha County Football League, leverages the power of football to mobilize young people to end HIV stigma and link them to stigma-free HIV testing, treatment and care.

Championing the campaign, Uhuru Kenyatta, President of Kenya received the league’s trophies, which he will award to the winning teams on World AIDS Day 2016.

HIV is significant health threat among adolescents and young people in Kenya.  As per 2015 estimates, a total of 35 776 new HIV infections and 3 853 AIDS-related deaths occurred among young people aged 15 to 24. HIV-related stigma remains a significant barrier to many young people accessing HIV counselling and testing, as well as lifesaving HIV treatment.

The “Kick out HIV stigma” campaign intends to reach 10 million young people in Kenya with HIV messages; provide mentorship to 3 million through an innovative digital platform and HIV counselling and testing—including immediate linkages to HIV treatment for those who test HIV positive—to 1 million by 1 December 2016.

The campaign is led by a partnership between government, the Football Kenya Federation, civil society, the United Nations and Kuza Biashara, a social enterprise on innovative information technology.