This is because the Communication scholars have long emphasized that adherence to cultural norms and the the culturally sensitive campaigns works as catalyst for effective HIV/AIDS communication among the targets.
Researchers had concluded that, in Africa the health campaigns had not been so successful, and it is not possible without emphasis on cultural practices and values.
Somma and Bodiang, prominent scholars and researchers had argued that,
“throughout the years of prevention efforts, it has become increasingly clear that conventional public health awareness campaigns are largely unsuccessful at eliciting behavioral change where sexuality is concerned.
"In part this is because behavior patterns are not influenced by individual decisions but also deeply embedded within the cultural norms that are inherited”.
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