Brief Description: This case argues that government advertising via HEA helped change the sexual behaviour of young people, and so reduce the incidence of AIDS. Objective: Health Education Authority wanted to maintain sufficient level of concern about AIDS, to prevent HIV/AIDS slipping off the public radar, to encourage young heterosexuals to use condoms. A multi media campaign – TV, radio, posters, cinema, national press, women’s press, youth press, special interest press. Results: AIDS was retained as a serious consideration in the public mind, relevant to heterosexuals. Evidence of increased condom use. Calls to helpline correlated with certain ads. Cost effectiveness of the advertising is discussed. ---(TAGS)--- Full Title: COI - Health Education Authority - Aids ~ The effective use of mass media to meet the challenge of aids; Number: 1994/310; Brand: COI - Health Education Authority - Aids ; Client: HEA; Product Category: Government Departments (Public service information campaigns); Agency: BMP DDB Needham; Author: Louise Whittet Prize Winners: Silver; (Adworks ref: Advertising Works 8)