AIDS ads: make a commercial, make a difference? Corporate social responsibility and the media

Abstract

South Africa has one of the highest incidences of HIV/AIDS in the world, but lacks a prominent, effective, publicly funded media information and education campaign. The absence of adequate government communication in this area of health education has created a space for innovative community and corporate interventions. This article brings together arguments about the functions of advertising, the socio‐political dynamics of sexual behaviour change and the semiotic impact of media representations. It analyses corporate social responsibility initiatives in which a commercial advertising agency, a multinational corporation, and a television broadcaster have become involved in public service communication and have taken responsibility for publicizing AIDS‐related issues.