THIS study examines images of HIV/Aids portrayed in exemplars of campaign posters and advertise ments. The aims and potential efficacy of these cam paigns are examined in relation to self-perceptions of group membership, subjective assessments of risk, and likelihood of taking action to prevent con tracting HIV. The results indicate that material in general maps onto its target groups. Both our homo sexual and heterosexual groups recognised the tar get at which the material was aimed. However, only the homosexual subjects showed any match between the way they perceived their own behaviours and life-style and groups identified as 'at risk'. The implications of these results for the design and efficacy of future campaigns are discussed.
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