This 25-page book is a resource based on an evaluation of the 2002 campaign, in which Family Health International's, YouthNet programme found clear evidence that this campaign had significant impact on interpersonal communications about HIV/AIDS and also affected social norms in some cases.

Findings are based on a population-based analysis in three diverse countries, using pre- and post campaign surveys as well as focus group discussions. The results of this study are presented in this book in the context of what has come to be called the “global youth culture.” Evidence in the book suggests that a global campaign can reach substantial audiences at risk and that a global media campaign can increase personal communication about HIV/AIDS across cultures.