This May, AHF Mexico launched an HIV awareness campaign called “HOLD ON TO LIFE” featuring notable athletes. It includes testimonials from people living with HIV and aims to raise awareness on prevention, testing and treatment. Messaging is targeted toward young adults ages 18 to 24, who have the highest rates of HIV transmission in Mexico.
The roster of athletes includes Mariana “La Barbie” Juárez, national and international female boxing champion in the super flyweight category; Didier Goirand, Enduro national champion; Pancho Name and Armando Zapata, national rally champions; Mauricio Huerta, national climbing /bouldering champion; and Kathya and Karina Garcia, national mid-distance running champions.
The campaign is anticipated to be one of the largest ever run by a non-governmental organization in the country.