Factoring Poverty and Culture into HIV/AIDS Campaigns

Abstract

This article argues in favor of the selection of content and dissemination channels based on audience differences in HIV knowledge, perceptions and media preferences. Data were collected from low-income teenagers in Durban, South Africa. Key differences within this low-income group were found between Indians and blacks, and between boys and girls on what to communicate about HIV/AIDS and how to communicate. The argument for audience segmentation beyond income group demographics is supported.