Tietaah, G.Tetteh, E.University of Ghana, College of Education, School of Information and Communication Studies, Department of Communication Studies2017-04-062017-10-132017-04-062017-10-132004-09http://197.255.68.203/handle/123456789/21933Thesis (MA) - University of Ghana, 2004This work sought to find out whether social marketing works as an HIV/AIDS communication tool. Theories in social marketing were therefore used to assess the impact of the Stop AIDS, Love Life campaign. Previous campaigns in some third world countries also provided examples of the use of social marketing principles in HIV/AIDS campaigns. The Stop AIDS, Love Life campaign was compared to these campaigns to identify similarities and differences and to assess the impact of the Ghanaian experience. The case study methodology was used. Analyses of data showed that like the other social marketing campaigns, the Stop AIDS, Love Life campaign used development, implementation, and evaluation techniques in social marketing for relative successes and failures. Condom usage in Ghana, for instance, increased by 200% a year after the inception of the campaign although the campaign failed to get young adults to abstain and delay sex. Discussions of the findings proved that the campaign was successful in creating awareness about HIV/AIDS through television, radio and posters. However, participatory communication channels were less used and less popular and this led to failure to meet some campaign objectives. Recommendations were made for the use of more participatory communication channels synonymous with traditional African systems and the need for the avoidance of situations where Western communication policies were implemented in Africa without taking cognizance of the needs of the people and their peculiar situation.vii, 93; illenMarketingCommunicationCampaignGhanaFoundationSocialThesisUniversity of Ghana,