The Zurich-based PR agency Open Up will advise the foundation on all strategic communication issues, as detailed in a press release issued on Monday. By extending its mandate, Swiss Aids Care International intends to pursue a long-term communication strategy in order to secure the support of donors in the future. "The primary goal of our work is to provide sustainable help to those affected in Zimbabwe and their families," says Managing Director Sabine Lüthy. "We are also true to this idea of sustainability in our communication."

In addition to traditional media work, communication activities now also focus on online PR and the further development of publications. With the aim of entering into direct dialog with Swiss donors and reporting on the work on the ground in Zimbabwe, Swiss Aids Care International is now also represented on Facebook. At the same time, the concept and content of the foundation's website is being revised by Open Up in collaboration with an online partner. The publication concept will be optimized in the coming months.

Open Up has been supporting the foundation founded by AIDS specialist Ruedi Lüthy, which runs a clinic for HIV and AIDS patients in Zimbabwe, since 2010.