Abstract
In Ethiopia a range of factors endanger accessibility of antiretroviral treatment (ART) by persons living with HIV/AIDS. The objective of this study is to investigate challenges and best practices of media advocacy and message framing endeavors of ART stakeholders to address ART accessibility. The study used survey and key-informants interviews with ART stakeholders (N = 53). The findings of the study indicated that there is a significant information gap regarding ART among the public. The study concluded that the fragmented and confusing media messages can be corrected using a systems approach for future ART scale-up endeavors.
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