[HIV communication paradigms must be changed in Africa]

We conducted a socio-anthropological study in Ivory Coast to determine recommendations for a communication strategy aimed at increasing HIV testing, especially among young men. The study results showed that the existence of HIV testing is widely known as are the reasons for getting tested. Fear of death and of stigmatization is the main obstacle to testing. Men are more likely than women to be reluctant to undergo HIV testing, and the fear of dying of AIDS is especially strong among young people. Perceptions of HIV treatments are contradictory: while most of those interviewed know about HIV treatments and say that treatment makes it possible to maintain good health, HIV infection is still frequently associated with death. We recommend reinitiating the mass communication campaign around HIV that was abandoned in order to focus on targeted programs, in order to change perceptions of HIV infection and encourage people who are sexually active to get tested, especially those practicing risky behaviors. We also recommend developing communication messages targeting young men.