RESUMO
PIP: IEC campaigns targeted at acquired immunodeficiency syndrome (AIDS) must seek to achieve the maximum impact within a contest of extremely limited resources. This implies a careful assessment of population groups and behaviors that carry the highest risk. Rather than expending large sums of money on mass media campaigns, the approach should be to target IEC activities at the social networks of those most at risk. This may include, for example, prostitutes, homosexual men, hotel and tourist employees, students, and military personnel. Once epidemiologic studies have identified the at-risk population, volunteers form these groups should be recruited and trained to reach their peers through the networks available to them. This education component of IEC work takes priority. The second step involves information diffusion to health providers who are likely to come into contact with human immunodeficiency virus (HIV)-infected individuals, especially those who have access to pregnant women and mothers. Some of these providers are not aware of the risks involved in the reuse of immunization needles. The third step--communication with the general public--is aimed at making the population aware of the factors that place people at risk of HIV infection. Radio seems to be the media capable of reaching the greatest numbers, although traditional means of communication should not be neglected. The IEC effort should consider options at the community, institutional, and individual levels and address those factors that enable, reinforce, and predispose appropriate health behaviors.^ieng