In 2004, the French government sponsored an AIDS/HIV prevention campaign; AIDES.ORG using photos of AIDS infected Superman and Wonder Woman to persuade adolescents to adopt preventative behaviors. This article asserts campaign organizers cancelled the campaign because it failed to provide audience efficacy and incorrectly manipulated fear in its campaign messages. Moreover, this article compares the AIDES.ORG campaign to other AIDS/HIV campaigns and argues effective health communication campaigns must provide efficacy to facilitate adoption of desired preventative behaviors. The Social Norms Approach is offered as an alternative method for developing effective health communication campaigns.
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Croucher, Stephen M. and Rentner, Terry L.
"Superman and Wonder Woman: French Champions for HIV/AIDS Prevention of Failed AIDS Campaign?,"
Speaker & Gavel: Vol. 46
, Article 2.
Available at: https://cornerstone.lib.mnsu.edu/speaker-gavel/vol46/iss1/2