2019 AMI Online Salon

HIV Transmission Through Breastfeeding

Project Details

  • Company/Institution: Biomedical Communications at the University of Toronto

  • Entrant Name: Sarah Crawley

  • Membership Type: Student Submission

  • Other Contributors:

  • Address: Toronto, Canada

  • Client: Faculty advisor: Dr. Shelley Wall, Content advisor: Dr. Lena Serghides

  • Medium/software used: Autodesk Maya, After Effects, Adobe Audition

  • Final presentation format: Animation for web, HD1080p

  • Primary Audience: Mothers with HIV

Project Description

This animation aims to communicate the risk of HIV transmission via breastfeeding to mothers living with HIV in Canada. Knowledge of mother-to-child transmission is poor, and the cultural pressure to breastfeed has complex implications. It was essential that the science of transmission risk be conveyed in a clear and culturally sensitive manner, to help women to make informed decisions about breastfeeding. All materials were presented for feedback to members of the target audience, healthcare providers, and representatives from Canadian HIV organizations in an iterative design process. This helped us develop an animation with diverse characters, culturally sensitive metaphors, and nuanced descriptions of risk. The animation explains HIV transmission on a cellular level, and risks that are breastfeeding-specific. It has been made available online via the Ontario HIV Treatment Network (OHTN), and was introduced through workshops in partnership with the Women & HIV/AIDs Initiative (WHAI).