摘要：This article describes a pilot
project carried out in collaboration between the Istituto Superiore di Sanità and the Azienda Sanitaria Locale
Roma E without any specific funding. The aim was to take a group of adolescents and provide them with a
grounding in both HIV/AIDS infection and social communication, and with the instruments necessary to
develop an informative campaign with other adolescents as the target group. The project was divided into three
phases: sessions for raising levels of HIV/AIDS information and awareness involving 702 secondary school
students; workshops to provide 120 selected students with communication and advertising know-how, to allow
them to develop an HIV/AIDS infection information campaign targeted at their peers; a final event for the
presentation of the students’ findings. Prevention was the focus of the adolescents’ resulting products, with
particular attention to condoms as means of protection. The target population was judged as best influenced
by channels such as posters and television ads, and the resulting messages were cartoon based, both ironic and
fun yet accompanied by strong and direct statements designed to shock the viewer. The methods used in the
project turned out to be particularly suitable for giving importance to the input of the participants who went
from being publicity targets to developers.
