Today the mass media has become a key communication channel in trying to influence positive behaviorchange and hence reduce the spread of HIV/AIDS. Understanding the role of media in programs geared toward “scaling-up” HIV/AIDS testing is very crucial, because different populations in Kenya obtain media information from different channels of communication. Common messages (some of which have stirred controversy) have included promotion of safe sex through use of condoms, practicing abstinence and fidelity to one’s sexual partner. So, how effective has this media campaign been? Read more