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Behaviour Change Communication/Social Marketing in HIV, AIDS

This article reviews the importance of the role played by BCC and social marketing on preventing HIV. It explains the various Behavior Change Communication (BCC) movements through mass media which has become very effective in creating awareness and positive change of behavior to a large population over a short period of time. Materials were collected by a systematic search of the databases and the websites of national and international agencies. BCC is an essential part of a comprehensive HIV/ AIDS prevention, care and support program. The risk behaviors of getting HIV such as sharing needles, unprotected sex with multiple partners and sex workers increases the risk of HIV infection which can be prevented through different interventions that motivate individuals and communities to make appropriate choices about HIV prevention and care. Through social marketing, mass media, campaigns, health teaching, peer communication/ counseling, community outreach and technology, awareness can be raised significantly for successful HIV interventions thereby reducing the risk of HIV infection. As mass media campaigns are highly expensive, active participation of community, several stake holders, policy makers and a strong political and government leadership is adamant for the intervention to be both effective and sustainable on along term.


Kiran Raj Awasthi and Mamata Sherpa Awasthi

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