UNAIDS led the UN in observing Zero Discrimination Day on 1 March, 2018. Dr Martin Odiit, UNAIDS Country Director conducted media outreaches on radio and encouraged the public to join the fight against stigma discrimination due to HIV status or sexual orientation and gender identity. Partners such as the National AIDS Programme Secretariat and civil society, particularly SASOD and the network of Persons Living with HIV, were also encouraged to participate in the UNAIDS global social media campaign, which took the form of a quiz on stigma and discrimination. Persons were encouraged to share their quiz results on their individual social media platforms to further sensitize others. Additionally, the UNAIDS Country Director and the UN Resident Coordinator, Ms. Mikiko Tanaka recorded video messages calling for non-discrimination on the basis of sexual orientation, gender identity or HIV status; these messages were shared on social media platforms.
Discrimination is often based on misinformation or fear of the unknown. By reflecting on people in everyday situations, on Zero Discrimination Day, UNAIDS challenged people to recognise where everyday discrimination takes place and to take action to stop it. This year's campaign invited people to ask themselves "What if..." and to reflect upon their own actions.