In the current study, a high proportion of either moderate (57.8%) or high (3.1%) level of HIV-related stigma was documented in the study population, indicating negative perceptions or attitudes towards PLHIV. Interestingly, it was found that females had more negative perceptions. In addition, higher stigma was associated with not having had an HIV test, while higher HIV knowledge and a higher level of education were associated with lower HIV-related stigma. Consistent with the current study results, other research also reported a high level of HIV-related stigma. For example, a study on stigma against PLHIV among migrant females living in Shanghai, China, reported that 80% of the participants were afraid of PLHIV and above half of them had a discriminative attitude towards them (
32). In a nationwide study in Iran among young individuals (2016) it was reported that only 20.7% had positive attitudes towards PLHIV (
21).
Although previous studies showed a relatively high level of stigma in Iran and it was repeatedly reported that PLHIV experienced stigmatizing practices (
3,
17,
23), the current study findings suggested a shift in individuals’ attitude toward PLHIV in the past few years probably due to the role of media; nonetheless, moderate levels of stigma were frequent. To support the pivotal role of national media, it was observed that more than 80% of the study participants reported that mass media (radio, television, newspaper, and magazines) was the main source of receiving reliable information about HIV. A national population-based survey among Iranian youth selected by convenience sampling reported that almost 70% of the participants obtained their information about HIV from mass media (
21).
Despite the key role of such mass media-based approaches to improve the knowledge of the general population of HIV, and its effect on HIV testing referrals (
33), such a high level of stigma within the general population implicated that although the current interventions appeared to be beneficial, they require improvement to effectively reduce the negative attitudes towards PLHIV in Iran. In line with prior studies in Shanghai, China, Vientiane, and Heilongjiang, Northeast China (
32,
34,
35), the current study also found a significant inverse association between higher levels of HIV knowledge and lower levels of HIV-related stigma. Therefore, public education campaigns aimed at improving knowledge and reducing HIV-related stigma in the general population. Such approaches should also enhance communications among patients with HIV and the general population; for example, providing training programs for the general population to increase their awareness in the national AIDS day and other related events. The interventions in which individuals with HIV are involved may reduce the level of HIV-related stigma among the general population; an approach called the contact hypothesis (
36) through which prejudice or discriminatory attitudes towards other groups, here people with HIV, can be mitigated via intergroup interactions (
37).
Development of the stigma-reduction interventions is particularly imperative among females since the current study found that females had a higher level of HIV-related stigma. Females in Iran historically experience greater social, cultural, and contextual barriers (
24,
38) that might impact their knowledge level and attitudes. The current study findings may indicate gender-based interventions in which females’ negative attitudes toward HIV can be effectively addressed. It is required that the government and policymakers make more attempts to scale up and implement stigma-reduction strategies such as HIV education and prevention campaigns at the community level, in which cultural and social norms are taken into account (
39). Apart from the community-based interventions, other studies proposed a combination of multiple strategies at different levels of individual, interpersonal, organizational, and public policy to address the issue of HIV-related stigma and discrimination better (
7).
It was also identified that around one-sixth of the participants reported the history of HIV testing. Subsequently, it was found that individuals reporting HIV testing had a greater level of positive attitudes towards HIV and PLHIV compared with the ones that never did HIV testing. The current study did not explore the reasons for HIV testing among the participants; however, this proportion was consistent with prior studies in Iran (13.6%) (
40) and other countries (13.1%) (
21). Therefore, stigma reduction strategies may require addressing the importance of HIV testing. While previous studies predominantly focused on the impact of HIV-related stigma on the reduction of individuals’ desire to involve in HIV testing (
41), the current study identified the-other-way-round association. Although such reverse association might be due to the nature of the sampling strategies of the study, this may not impact the importance of both HIV testing and HIV-related stigma and their associations.
5.1. Study Limitations
Authors acknowledge the limitations of the study. The first limitation was that the study was conducted only in Kerman, and the results cannot be generalized to the entire country. However, the authors believe that the study findings in a large urban setting are informative for other provinces of the country. The second limitation was that the study relied on self-reported attitudes and it is therefore subject to reporting bias. Overall, given the scope of the study, the authors believe that the findings have important implications for both research and policy.
5.2. Conclusions
Approximately 60% of the study participants reported experiencing a moderate-to-high level of HIV-related stigma towards PLHIV. Gender-based stigma-reduction strategies and increasing HIV-related knowledge have the potential to reduce negative attitudes toward HIV. While mass media-based strategies can still be considered as one of the main strategies, multiple approaches in which different levels of individual, organizational, and communities are considered can better address HIV-related stigma. Educational and preventive national campaigns in which a broad range of population is covered can be considered as an important strategy to reduce HIV discrimination and stigma.