AbstractValue-driven community-based communication – the social vacine against HIV and AIDS?
Recent statistics show the prevalence of HIV/AIDS in South Africa is still not decreasing, despite numerous intervention programmes and the formation of AIDS councils. In the medium to long term HIV/AIDS prevention could be more successful if there were to be a stronger paradigm shift towards more horizontal communication at the community level as opposed to the current mainly government-driven top-down approach which communicates solutions primarily through the national media. An interpersonal and interactive community approach, based on dialogue, is therefore urgently needed. Above all, this community focus should be based on clear values to ensure sustainability. Faith-based organisations should play a far greater role in AIDS campaigns in which the normative dimension is spelled out explicitly.
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