AIDS Awareness in Brazil
When it comes to AIDS and HIV related diseases, no country can be considered lucky. Yet Brazil's efforts to combat the disease have so far been hugely successful in relative terms, with half the predicted number of HIV cases present in the 1990s than had been predicted, and a stabilized number of HIV infections for much of the current decade (Pembrey, 2009). Much of the success of the current marketing campaign is attributed to the availability and heavy promotion of free HIV testing centers throughout the country, especially in the crowded cities of Sao Paulo and Rio de Janeiro (Pembrey, 2009). At the same time, Brazil still has a higher incidence of AIDS and HIV than neighboring countries, and remains the epicenter of AIDS in South America (U.S. AID, 2008).
The confluence of these two contexts suggests that current marketing is working, yet needs to be ramped up for increased efficacy. Some plans are already underway to increase awareness of the disease, its effects and ease of prevention (Plan UK, 2008). Future efforts, however, should focus on awareness of social programs currently available in Brazil. Resources currently available in the country are not being full utilized, and increased awareness of testing and treatment could prove especially beneficial in combating the disease there (Pembrey, 2009).
In addition, increased awareness of both testing and treatment options can help to eliminate the stigma associated with HIV and AIDS. Marketing should focus on the normative lifestyle now available to those infected with HIV; the fact that a positive test result is now no longer the death sentence it once was has made the disease less socially abhorrent, and increased testing has shown positive results in the reduction of spread (Pembrey, 2009). Brazil has excellent social programs in place to deal with HIV / AIDS, and public awareness of these programs and their benefit to individuals and society at large is essential in combating the disease in Brazil.
References
Pembrey, G. (2009). "HIV & AIDS in Brazil." AVERT.org. Accessed 17 February 2009. http://www.avert.org/aids-brazil.htm
Plan UK. (2008). "Raising awareness of HIV / AIDS in Maranhao, Brazil." Accessed 17 February 2009. http://www.plan-uk.org/wherewework/southamerica/brazil/hivaidsawarenessbrazil/
US AID. (2008). "Brazil." U.S. AID from the American people: HIV / AIDS." Accessed 17 February 2009. http://www.usaid.gov/our_work/global_health/aids/Countries/lac/brazil.html
