What is AIDS communication

Communication is an aspect of almost all HIV and AIDS interventions and the term means different things to different people. Over the last few years the field has generated a community of interest, a shared language, and to some extent, a shared sense of priorities. In this emerging field, AIDS communication does not refer to the communication aspect of all programmes, but rather a number of specific approaches, methods and a rapidly evolving body of thought. The term is necessarily broad as it covers a range of specific yet divergent approaches. It refers to programmes or activities where the primary output is communication rather than the provision of services, treatments or commodities such as condoms.

Communication for HIV and AIDS – an evolving field

Understanding the evolution of the term AIDS communication helps explain the field’s current breadth and complexity. The underlying assumption of early prevention strategies was that knowledge leads to change. According to the IEC (information, education, communication) model, clear information presented in an appropriate format and language would persuade those at risk to protect themselves from the HIV virus.

Instead, it has become increasingly clear that while awareness is an essential prerequisite for changing behaviour, in itself it is not enough. Behaviour and behaviour change are intimately linked to the social, cultural, political and physical environments in which people live; focusing on HIV and AIDS information alone fails to address the primary needs of many, if not most, people at risk.

AIDS communication centres on giving voice to affected people, and framing communication around local perspectives, messages and audiences. Often the process of communication itself can have a positive health outcome. Commentators on past success stories, including the response of the gay community in the United States in the late eighties and the Ugandan experience, note that public debate, the degree of openness in discussion of AIDS and the fact that AIDS information was coming from individuals’ immediate social networks all played a role in changing behaviour