When marketing is a matter of life and death. Direct-to-consumer communications in the age of AIDS

The AIDS epidemic does not only struggle for supremacy within the bodies of those who have the disease.

When marketing is a matter of life and death. Direct–to–consumer communications in the age of aids.

Hazel Kahan, HK Research, United States andDave Mulryan, Mulryan Advertising, United States

PERSPECTIVE

AIDS is an epidemic – and the word 'epidemic' has about it a ring of something ancient and greatly feared. But unlike the bubonic plague, leprosy or even the disastrous flu epidemic in 1917–18 in Europe and North America, HIV infection is a different kind of epidemic. It did not spread by mass migration nor did it result from returning armies introducing a virus to their immunity-lacking...

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