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The Culture of AIDS in AfricaHope and Healing Through Music and the Arts$
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Gregory Barz and Judah Cohen

Print publication date: 2011

Print ISBN-13: 9780199744473

Published to Oxford Scholarship Online: May 2015

DOI: 10.1093/acprof:osobl/9780199744473.001.0001

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Grassroots Organizing and Celebrity Campaigns

The Arts and AIDS Activism in Morocco

(p.283) 23 Interlude
The Culture of AIDS in Africa

Jeffrey Callen

Oxford University Press

This chapter examines the use of the arts in AIDS activism in Morocco, with particular emphasis on grassroots organizing and celebrity campaigns. AIDS activism began in Morocco in 1988 with the formation of Association de Lutte contre le Sida (ALCS). In 2005, with the support of King Mohammed VI, ALCS dramatically increased its visibility with a two-week campaign known as Sidaction, which included the participation of the country’s major radio and television networks. In the last few years, the use of celebrities from the world of entertainment to raise public awareness of HIV/AIDS has become an integral component of AIDS work in Morocco. ALCS, with the support of the state, has continued to stage Sidaction telethons, but the primary focus of its work remains grassroots organizing and education work. A newer organization, Ruban Rouge, bases its educational work on the participation of celebrity entertainers in publicity campaigns.

Keywords:   arts, activism, Morocco, grassroots organizing, Association de Lutte contre le Sida, Sidaction, celebrities, HIV/AIDS, Ruban Rouge, publicity campaigns

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