Fri, May 23, 2003 - Page 7 News List

Sexy ads boost S Africa's fight against AIDS

PREVENTION In a daring effort to change behavior and check the spread of HIV, the loveLife campaign uses racy advertising to make safe sex a hip thing to do

THE GUARDIAN , JOHANNESBURG

The infection rate for young people has fallen over three years, said the campaign's head, David Harrison.

"We certainly can't attribute all that to loveLife -- it would be too soon -- but something seems to be happening. We're reaching a plateau."

Some change is attributed to the fact that many in this generation of teenagers have watched their parents die of AIDS.

But if even only some of the change is the result of safe sex campaigns, it would be a remarkable achievement.

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