HIV/AIDS Public Service Advertisements in Tamil Nadu — A Study

Public service advertisement (PSA) is one of the primary methods for disseminating human immunodeficiency virus (HIV), acquired immune deficiency syndrome (AIDS) prevention messages in Tamil Nadu. In this paper, televised HIV/AIDS public service advertisements, which are part of HIV/AIDS campaigns, are analysed, and their recall and reception are crosschecked with urban women slum dwellers through an interview method. The study concludes that a continuing campaign presence is necessary to reinforce and sustain behaviour such as condom use. And behaviour change can be achieved using a constant supply of novel messages on AIDS prevention to maintain attention.