When marketing is a matter of life and death. Directtoconsumer 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 191718 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...