Fighting the AIDS fatigue with a digital campaign

Increasingly studies point out that teenagers and adolescents are getting tired of hearing about AIDS. Therefore, if South African higher education institutions want to gain and maintain students' attention, they will need to apply new, creative and innovative messaging solutions. Information and communication technologies, and the internet in particular, have a number of important advantages for this type of messaging when compared to traditional media channels. These include interactivity and anonymity. Therefore ICT in general and the internet in particular offer new and innovative ways for setting up HIV and AIDS prevention campaigns. This presentation discusses the problems and opportunities of including new technologies in educational activities aimed at primary HIV and AIDS prevention.