This book promotes the use of strategic communication to fight against the HIV/AIDS epidemic. Focusing on strategic communication for positive and measurable behaviour change, the authors elaborate on a wide range of issues including: the importance of advocacy and community mobilization; comprehensive approaches to prevention and the use of communication in reducing stigma; communication programmes for a wide range of specific groups including intravenous drug users and refugees; the role of communication in support of clinical and social services; the care and support of vulnerable children; and selected communication approaches such as entertainment-education, telephone hotlines and digital communication.
Case studies are employed to illustrate the concepts and show how strategic communication has been used in different developing countries for training and in designing communication programmes.
The Challenge of Combating HIV/AIDS
Strategic Communication in the Fight Against HIV/AIDS
Communication for Social and Behavioural Change
Reaching Special Audiences
Communication for Health and Social Services
Selected Strategic Approaches
Present and Future Challenges for Communicators