CDC hands Porter Novelli HIV-prevention brief

WASHINGTON: The US Centers for Disease Control and Prevention (CDC) has appointed Porter Novelli to promote a controversial new approach to HIV prevention.

The US government is aiming to prevent spread of the disease by better educating HIV-infected patients about ways they can keep others safe – with less emphasis on targeting the general public more widely.

The strategy has elicited complaints from critics who say it diverts money from efforts to educate at-risk populations.

The campaign is aiming to make HIV testing a routine part of medical care and is also seeking to reduce barriers to pre-natal HIV testing.

PN is to target those healthcare professionals who deal with HIV-infected patients.

‘We consider [these campaigns] to be the leading edge of where HIV-prevention efforts are headed,’ said Rob Gould, PN Washington office general manager.

Carrie Schum, recently promoted to senior vice-president, will lead the account, which will be divided between the agency’s Washington and Atlanta offices.

The CDC announced the shift in its HIV-prevention efforts last year.

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