World against AIDS : communication for behavior change

Section A details the three components of ABC framework: (1) elaboration of a "behavior constellation" -- a set of the key internal and external factors governing AIDS-related behavior; (2) the social marketing of goods and services to effect behavior change; and (3) execution of social marketing efforts via a four-phase cycle of assessment, planning, pretesting, and implementation. The ensuing sections provide selected illustrations of the working and interrelationship of these three elements in the context of AIDSCOM as a whole. For example, a chapter on prevention counseling emphasizes how a client-centered intervention can target internal and external factors that influence an individual"s readiness and ability to change specific behaviors. Specifically, Section B details AIDSCOM efforts to build skills in condom use, personalize prevention through counseling, and understand the factors affecting women"s behavior; while Section C examines AIDSCOM outreach efforts to hard-to-reach individuals, reviews the history of anti-AIDS communication campaigns since the mid-1980s, and describes AIDSCOM"s use of hotlines as sources of anonymous help and support. Section D discusses AIDSCOM efforts to prevent AIDS in the workplace and in schools and to train individuals as agents of behavior change. Each of the chapters in these sections is designed to stand alone, and none provides step-by-step guidance for establishing the program discussed. Includes a glossary of project-specific terms employed throughout the book.