However, measuring the extent to which media-based AIDS

However, measuring the extent to which media-based AIDS education reaches young people, and the effect that it has is often difficult. In 2005, The Global Fund withdrew its funding of LoveLife on the basis that the campaign was not reaching the majority of young South Africans, and that its contribution to HIV and AIDS prevention was unclear.^{18 19}

Peer education

Peer education is the process by which a group is given information by someone who is a member of the same group or community, and who has already been trained in the subject. Peer education programmes are important for HIV prevention, as they are a cost-effective means of influencing the knowledge and attitudes of young people.^{20 21}

Young people are strongly influenced by the attitudes and actions of others their age, and for many young people much of their existing knowledge of sex and HIV is based on information they have received from friends. This information can often be distorted. Peer education harnesses this method of sharing knowledge to convey accurate information about HIV and AIDS to young people.

Peer education is a particularly effective way of targeting difficult to reach groups, such as young people who do not attend school, with vital AIDS education. These young people may be difficult to reach because the activities they engage in could be criminalised or considered socially improper. However, this marginalisation increases the risk that young sex workers, injecting drug users (IDUs), or men who have sex with men (MSM) may become infected with or transmit HIV.²² These young people may distrust or not take in information given to them by an authority figure. The same information is more likely to be effective if it is provided by someone that young people identify with and see as credible.^{23 24}

“Peer education works very well for students and young people. Sharing a conversation with people of the same age or social group you can be more relaxed, and, for example, you can ask questions that would be difficult to ask to an adult.” Selma, HIV and AIDS peer educator²⁵

In Asia, where the HIV epidemic is concentrated among high risk groups including sex workers, IDUs and MSM, more than nine out of ten young people infected with HIV are part of at least one of these groups. Yet, resources for HIV prevention amongst young people in this region have not been found to be targeted towards young people within high risk groups