Advocating social marketing as ultimate weapon to fighting HIV/AIDS propagation, and related discrimination and stigmatisation

Abstract

AbstractThe spreading of HIV/AIDS in the African continent and related discrimination and stigmatisation towards people living with the virus have become a major issue to be addressed by communities, health organisations and governments in Africa. An effective way to successfully overcome these plagues necessitates the application of social marketing techniques and campaigns. However, when it comes to funding and supporting social marketing activities, African leaders deny the important role that the government could play in achieving the ‘HIV/AIDS free generation goal’ as well as making African societies a non‐discriminative and stigmatisation places for infected people. The present study intend to demonstrate through analysis of empirical data that social marketing is crucial in changing people's sexual behaviour and battling misconceptions that lead to discrimination and stigmatisation of infected people. In this light, African political authorities such as Congolese leaders need to understand the relevancy of this discipline in their HIV/AIDS policy.