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  • Title: AIDS public health communication: a new challenge for communicators.
    Author: Meyer A.
    Journal: Dev Commun Rep; 1987; (57):9. PubMed ID: 12281285.
    Abstract:
    Communicators have gained valuable experience which can contribute to the control of Acquired Immune Deficiency Syndrome (AIDS), yet AIDS prevention and control needs to progress beyond all that has been achieved in the best of programs. The topic is sensitive, and AIDS is itself often a political issue. The behavior to be changed is deeply rooted. It is a global problem and requires appropriate knowledge and targeted behavior change throughout the entire adult population of the world. Combating AIDS requires that every communication lesson of the past be adapted, for education and communication are the only vaccine against AIDS. The community of communicators working in the health sector has evolved beyond a simple paradigm, and the term public health communication is used to suggest this evolution. Public health communication means the systematic attempt to influence health practices of large populations positively, using principles and methods of mass communication, instructional design, health education, social marketing, behavioral analysis, anthropology, and related public health and social sciences. The term implies reliance on multiple channels, coordinated to introduce sustained change in specific practices crucial to realizing a public health impact. The World Health Organization is coordinating worldwide action as well as facilitating the formation of national AIDS prevention and control committees and plans of action in countries which request their assistance. Major international organizations along with thousands of local institutions are at work developing their own complementary action plans. Each will have a significant public health communication component.
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