But more are so fearful of family, friends and neighbours finding out about their condition that they make arduous round trips out of the county for medical care.

“One person told me that they wished they had been diagnosed with cancer instead,” said Sally Cawley, HIV and sexual health lead for North Cumbria Primary Care Trust.

“In north Cumbria we have a real mix of people living with HIV, it is much broader than the situation in Birmingham or Manchester,” she added.

Globally, one person dies of Aids every six seconds. It may not be a critical problem in Cumbria – but the number of sufferers remains stubbornly steady.

The number of people being treated in the Carlisle and district, Eden valley and west Cumbria areas, has remained stuck in the mid-40s for the past four years.

But another 18 people travel out of Cumbria for their care because they are scared of the reaction they could get from their friends, neighbours and workmates.

One man, who has worked for the group for 10 years said: “The chief reason people from north Cumbria living with HIV are being treated out of the county and wish to remain anonymous is the fear of prejudice.

The campaign is designed to challenge complacency by encouraging people to Wise Up and get the facts about HIV and Aids in the UK, to Wear It by showing off their red ribbon and to mobilise others to show their support for people living with HIV and Aids.

It is hoped that increasing awareness of the worldwide challenges and consequences of the epidemic will help change people’s understanding of it and their behaviour.

To mark World Aids Day, ribbons will be distributed in return for a small donation on Sunday from 12pm at the Green Market in Carlisle city centre.

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