La imperiosa necesidad de comunicar estrategias de prevención del SIDA ha impulsado a numerosas instituciones, agencias internacionales y locales a convocar a los "creativos" del mundo de la publicidad. Los resultados apelan a todos los lenguajes y a todos los destinatarios según sus propios códigos con el objeto de difundir un mensaje cuya urgencia sanitaria no admite demoras.
El arte y la inteligencia aplicadas sobre un mensaje claro hacen posible que los públicos más diversos encuentren sus propias motivaciones culturales, generacionales y linguísticas para escuchar lo que se les dice. Van algunos ejemplos para tomar en cuenta.
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