Abstract
Diffusion of innovations theory and social marketing theory have been criticized for their limited applicability in influencing unique population groups ( e . g ., female com mercial sex workers ( CSW s ) working in low - class brothels ). This study investigated the applicability of these two theoretical frameworks in outreach efforts directed to unique populations at high risk for HIV / AIDS in Bangkok , Thailand . Further , this study examined Thai cultural characteristics that influence communication about HIV / AIDS prevention . The results suggest that certain concepts and strategies drawn from the two frameworks were used more or less by effective outreach pro grams , providing several policy - relevant lessons . Cultural constraints , such as the lack of visibility of the disease and traditional sexual practices , influenced communi cation about HIV / AIDS prevention .
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