“…Those campaigns ought to create awareness, raise knowledge on the scope of the epidemic and change people's behaviour, attitudes and perceptions (Bunnell, Mermin, & De Cock, :855). To be successful, social marketing needs to take into consideration the issues regarding the complexity of HIV/AIDS prevention which necessitate awareness of prejudicial beliefs concerning the disease as well as the sexuality of the targeted group, in addition to a familiarisation with HIV/AIDS‐related misconceptions and notions (Uhegbu & Okereke, :35–36). According to Luboobi and Mugisha (), the uniqueness of the HIV/AIDS epidemic in Africa is explained by the following factors: (1) ignorance of people about the disease, (2) lack of access to prevention, (3) inadequate treatment and care services, (4) stigma and discrimination, (5) a high incidence of STIs, (6) large refugee populations, (7) seasonal labour migrations that allow multiple sexual partners and (8) varying traditions and cultures within African countries.…”