AIDS Prevention Through Education: A World View

Harvey Fineberg, Jonathan Mann. 1992. Oxford University Press, 200 Madison Ave., New York, NY 10016. 382p., bibliog. ISBN 0-19-506882-3, 0-19-508207-9pbk. $55.00, $29.95pbk. (Contributors to this volume: Jeanne Blake, medical reporter; Maryan Pye, AIDS Programme for the Health Authority in the U.K.; David J. Hunter, Harvard School of Public Health, Claire M. Cassidy, Univ. of Maryland; Mark L. Rosenberg, Center for Environmental Health and Injury Control; Mukesh Kapila, Overseas Development Administration, U.K.; Marcie L. Cynamon, National Center for Health Statistics; Jaime Sepulveda, Under Secretary of Health, Mexico; Milton Gossett, Harvard School of Public Health; G. Stephen Bowen, Bureau of Health Resources Development; Michael L.E. Ramah, Porter/Novelli; Jose Antonio Izazola, Harvard School of Public Health; Lincoln C. Chen, Harvard School of Public Health; Gil Schwartz, Westinghouse Broadcasting Co.; Lloyd J. Kolbe, Centers for Disease Control; Mary Debus, Porter/Novelli; Federick Kroger, Centers for Disease Control; William DeJong, Harvard School of Public Health; William A. Smith, Academy for Educational Development; Jonathan M. Mann, Harvard School of Public Health; Laurie Garret, Medical reporter for Newsday; Jeremy S. Warshaw, Saatchi & Saatchi Advertising; June E. Osborn, University of Michigan; Steven L. Gortmaker, Harvard Institute for Social Research; Jay A. Winsten, Harvard School of Public Health; Mervyn F. Silverman, American Foundation for AIDS Research; Peter Lamptey, AIDSTECH Project at Family Health International; Harvey V. Fineberg, Harvard School of Public Health; Dennis D. Tolsma, Centers for Disease Control; Thomas W. Netter, Harvard Univ.; Thomas Goodgame, Harvard Institute for Social Research; Sharon Weir, AIDSTECH Project at Family Health International; Richard G. Parker, State Univ. of Rio de Janeiro)
Edited by Jaime Sepulveda,

After an Overview that covers the health promotion against AIDS, the book is divided into 4 sections: "Methods for Behavioral Research;" "Lessons From National Experiences;" "Strategies for Communication and the Media;" and "Reflections on Education to Prevent AIDS." The first section describes the roles of quantitative and qualitative research in AIDS prevention, giving case studies, techniques, and models. The last part of the section talks about social marketing and the prevention of AIDS. Social marketing is defined as "the design, implementation and control of programs designed to ultimately influence individual behavior in ways that the marketer believes are in the individual's or society's interests." This is a relative new marketing strategy and the authors have done a good job in covering its role in AIDS education. The second section on lessons learned internationally describes what has been done in Brazil, Mexico, Africa, the U.S, and in Europe. It does this very well with examples, case studies, government responses, outlines of programs, and responses from various bodies of the governments in these countries. The third section on communication and the media is very interesting and actually gives an historical overview of how the media has covered the AIDS epidemic. It presents information on the current state of Americans' knowledge about AIDS, condom promotion, the governmental information gap, effectiveness of AIDS advertising and marketing and an excellent account of how Boston's WBZ-TV covered the crisis from the beginning to the present.

The last section of reflections is somewhat of a prediction of what needs to be done based on facts and figures to date. Such topics as the epidemiology of AIDS internationally, demographic impact of AIDS, economic impact, social impact, impact on health care systems, options, priorities, and the future are covered very well. One short but very important chapter covers the multicultural society. It begins by identifying what were the original high risk groups: homosexuals, hemophiliacs, heroin addicts, and Haitians. This has been set in the minds of people to the point that it is very difficult to educate anyone else. Cultural diversity becomes the one major challenge in getting the education about AIDS to the public. "The complex tasks of spreading information across barriers of language, culture and socioeconomic status are likely to prove impossible without the complicity and primary participation of members of targeted communities." It ends by pointing out that AIDS education at the earliest possible age in a child's life is critical. HIV and AIDS will not go away, they will be with us for years to come and educating the young people of the world is one sure way of helping prevent further spread of this deadly disease.

This is a very well written book, well organized, and worthwhile reading for anyone, but especially for educators in all schools. It is highly recommended. Its only failing is the lack of an index but the table of contents is detailed enough that finding a particular section is easy. (H. Robert Malinowsky)

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