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.