The devastating results of not implementing proven prevention methods, including targeted social marketing campaigns has been highlighted yet again. Non-targeted “awareness” campaigns are not very effective, something that many social marketers have been warning about for some time, but that sadly has is simply not filtering through to many decision makers.
The result: 30 million HIV infections could be avoided IF proven methods would be implemented. The cruel truth: they are not implemented. And with the lack of effective treatments in many of the countries affected, the vast majority of these people are left to die.
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