HEA/AIDS Advertising: The Effective Use of Mass Media Advertising to Meet the Challenge of AIDS

Argues that government mass-media advertising through the HEA, 1988-93, has helped to change the sexual behaviour of the young and so reduce the incidence of AIDS in Britain.
Agency: BMP DDB NeedhamAuthor: Louise Whittet

HEA AIDS Advertising

The effective use of mass media advertising to meet the challenge of AIDS

INTRODUCTION

In the UK there is a new generation with different sexual behaviour because of the threat of HIV and AIDS.

Partly as a result of this, the UK is now 'a low prevalence country in a high prevalence world', its AIDS prevalence dropping from 93% of the twelve EC countries average rate in 1984, to 54% in 1993.

This case will argue that this is at least partly a result of the government's mass...

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