Using ambient media to promote HIV/AIDS protective behaviour change

To date, more than 19 million people have died from AIDS and nearly 40 million are HIV positive. Behaviour change communication campaigns have been implemented, with varying degrees of success, to initiate and sustain proactive behaviour among target groups at risk of HIV.

Using ambient media to promote HIV/AIDS protective behaviour change

Tahir Turk, Michael T. Ewing and Fiona J. NewtonMonash University

INTRODUCTION

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...

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