• An emerging concensus

An emerging concensus

This UNAIDS paper describes consultative findings and recommendations on ways to make HIV/AIDS communications more effective in Asia, Africa, Latin America and the Caribbean. The paper begins by re-assessing existing models and theories in HIV/AIDS communications. Findings suggest that there are five main aspects of social and environmental context that impact on HIV/AIDS behaviour change. These are: government policy, socioeconomic status, culture, gender relations and spirituality. The paper describes how these aspects form the basis of a new framework for HIV/AIDS communication interventions.

While acknowledging the importance of achieving individual-based changes in sexual and social behaviour, the new communications framework aims to foster a broader approach. It emphasises that individual behaviours are shaped and influenced by their context. Thus individual health behaviour is not the primary focus of health behaviour change. The paper outlines how the future use of media in participatory approaches may be an effective tool in successful communication. Finally, it calls for countries and groups of countries to develop participatory forums to address their own regional needs in applying the new communications framework. [adapted from authors]

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