[Communication as prevention of HIV infection and other sexually transmitted infections.]

Objective: Interventions for the health promotion and prevention of HIV infection and other sexually transmitted infections (STIs) are not being effective. I have analyzed the risk behaviors, the effectiveness of the campaigns, and the effectiveness of the channels, to determine the strategic keys of an effective communication. The aim of this work was to identify critical points and opportunities for communication improvement to promote behavioral changes and adoption of healthy lifestyles aimed at preventing HIV infections and other STIs.

Methods: Target audiences, channels, terminology used in the media, campaigns and behavior surveys were analyzed. The analysis was completed using the Focus Group's qualitative research technique aimed at target audiences, made up of young people between 16-18 years old, and men who have sex with other men (MSM).

Results: Young people do not have quality information and do not distinguish reliable sources to make decisions. The terminology used in the media does not respond to the current epidemiological situation. The campaigns go unnoticed, the messages are very general, the channels are not appropriate, and they do not achieve behavioral changes. Focus groups are very useful for analyzing critical points and insights, which cannot be measured with quantitative methods.

Conclusions: A new communication model is necessary for prevention of HIV and STIs, with the participation of the target audience to make the problem visible, transmit quality information, train communicators, adapt messages and channels, and evaluate interventions through Focus Groups of key populations.