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Evaluating the “America Responds to AIDS” Campaign


Social marketing is “the design, implementation, and control of programs seeking to increase the acceptability of a social idea or practice in a target group.” It has existed in the United States for over a century and at various times has focused on such health-related behaviors as tobacco use, alcohol and drug use, control of hypertension, cancer screening, seat belt use, and-recently-behaviors placing a person at risk for HIV infection or a sexually transmitted disease.… Read more