Using ambient media to promote HIV/AIDS protective behaviour change

Tahir Turk, Michael T. Ewing and Fiona J. Newton
Monash University


Acquired immunodeficiency syndrome (AIDS) and human immunodeficiency virus (HIV) are major health issues facing developing and developed nations alike. Since HIV/AIDS first emerged in 1981, it is estimated that at least 25 million individuals have died of this disease. In 2005 alone, around 3.1 million (range 2.8–3.6 million) people were reported to have died of AIDS-related illnesses (UNAIDS/WHO 2005). In addition, the number of people living with HIV – the precursor to AIDS – continues to grow. Around 40.3 million (range 36.7–45.3 million) people were reported to be living with HIV in 2005. During the same period, an average of 4.9 million (4.3–6.6 million) new infections were reported (UNAIDS/WHO 2005). Although Sub-Saharan Africa continues to have the highest numbers of people living with HIV (an estimated 23.8–28.9 million), other regions, including Eastern Europe and Central Asia, are showing increasing infection rates.