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† E. HIV Prevention: Campaigning For The Future

Narrator: This is Science Today. Researchers in behavioral medicine have focused a lot of time on the prevention of HIV amongst adolescents. But behavioral scientist Margaret Chesney of the University of California, San Francisco says the message needs to be more specific.

Chesney: Young people all know that theyíre supposed to use condoms. What they now need to know is how can they really bring it up in reality? What are some creative ways that they can talk about intimacy and talk about being safe?

Narrator: Chesney says too often, the messages are far too medical for young people in new relationships.

Chesney: We need to make the messages more appealing to young people. Frame them in intimacy and frame them in the way in which young people are actually behaving rather than in the kind of the bio-medical fear messages of "you might get infected". People donít respond to those.

Narrator: Chesney says the goal is to implement more effective, nationwide programs. For Science Today, Iím Larissa Branin.