AIDS Awareness and Prevention Programs

Using the five margin criteria for their analysis, the authors argue that a more individual approach is involve for a more effective media campaign now that the world-wide public has been targeted regarding AIDS awareness and prevention campaigns. While the authors do argue in favor of major media efforts as a "significant step

orward in reaching targeted publics", they criticize the ability of PSAs as a subject matter of attitude and behavioral convert "PSAs are limited in actual impact on attitude and behavior lurch" (Ratzan et. al., 306).

The authors argue that only a health campaign that meets the criteria of the brim model will prove effective when it comes to helping change attitudes and behaviors, particularly among target populations whose attitude and behavior are considered at-risk for the dissemination of AIDS (i.e., intravenous drug-users, prostitutes, etc.). The main criticism the authors levy at national media campaigns like the America Responds to AIDS campaign i
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