摘要：Theory and research suggest that behavioral interventions to prevent HIV/AIDS may be most effective when they are personalized and affectively compelling, when they provide models of desired behaviors, and when they are linked to social and cultural narratives. Effective strategies must also take into account the opportunities and obstacles present in the local environment. The Modeling and Reinforcement to Combat HIV (MARCH) projects combine key aspects of individual behavior change with efforts to change social norms. There are 2 main components to the program: entertainment as a vehicle for education (longrunning serialized dramas on radio or television portray role models evolving toward the adoption of positive behaviors) and interpersonal reinforcement at the community level (support from friends, family members, and others can help people initiate behavior changes; support through changes in social norms is necessary for behavioral effects to be sustained over time). Both media and interpersonal intervention activities should be linked to existing resources in the community and, wherever possible, provide increased access to preventive services, supplies, and other supporting elements. The US government has joined the International Partnership against AIDS in Africa to help stop the spread and mitigate the impact of HIV/AIDS. In the winter of 2000, the Leadership and Investment in Fighting an Epidemic (LIFE) Initiative was launched in 14 African countries and India. The United States initially provided $100 million in support and increased that amount in 2001, when 9 nations from Africa, Asia, Latin America, and the Caribbean were added to the initiative. As a partner in this initiative, the US Centers for Disease Control and Prevention (CDC) works with national governments, the US Agency for International Development, and other international organizations to develop HIV/AIDS prevention programs. The Global AIDS Program, which CDC initiated, seeks to implement projects in primary prevention, improve community- and home-based care and treatment, and develop capacity and infrastructure. In the area of primary prevention, the Global AIDS Program has developed a model strategy for changing behavior that integrates entertainment as a vehicle for education (“entertainment–education”) with interpersonal reinforcement. This program strategy is called MARCH: Modeling and Reinforcement to Combat HIV.
