Where Lies the Answer? HIV/AIDS Prevention Campaign and the Rising Prevalence in South Africa

Despite the efforts at reducing the rate of HIV infection in South Africa, especially with the Khomanoni campaign in place, the country remains at a critical crossroads, with not only the largest HIV population in the world (6.4 million), but higher increase rate. The rising prevalence rate, which has increased from 10.6% in 2008 to 12.2% in 2012, calls for re-engagement of communication strategies in tackling the pandemic. This paper calls for a change in the application of the theoretical underpinnings of current HIV prevention communication strategies, which are usually KAPs based with condom use focused message. It advocates exploration of disciplined sexual lifestyle and emotional control strategies as necessary modification of message content towards a desirable behavioural change. DOI: 10.5901/mjss.2014.v5n23p202