What Makes an Effective HIV/AIDS Prevention Communication Campaign? Insights from Theory and Practice

The lack of a medical cure for AIDS puts the spotlight on preventive efforts. Therefore, an enormous responsibility is placed on communication since it plays an important role in disseminating information that may prevent risky behaviour as well as help in reducing stigma of AIDS patients. In this article, we wish to highlight what we consider to be important elements in a successful or effective campaign. The article will begin with an overview of important models/theories that are related to HIV/AIDS prevention noting their theoretical contributions as well as some of their weaknesses in addressing pertinent factors. This will be followed by our description of an effective HIV/AIDS prevention campaign. This article also underlines the importance of local stakeholders. The challenge for communication and programme managers/practitioners is to identify and seek collaboration of important local stakeholders.