Values in HIV/AIDS prevention in the 21st century. Challenges of communication and education

Abstract

Sexually Transmitted Infections (STIs) increase the number of people infected, even though governments, institutions and organizations implement social marketing campaigns aimed at reducing the number of infections. The poor or insufficient use of values in these campaigns means that they do not always fulfill their purpose, so it is proposed to strengthen them with the teaching of values. The purpose of this article is to reflect on how to work on values in HIV/AIDS prevention through communication in the educational context.