Young adults ages 15-24 will account for over 50% of HIV infections in the next decade, according to the World Health Organization. As a result, PSI, now the largest private non-profit provider of AIDS prevention products and education, is directing a substantial portion of its efforts to this vulnerable segment of the population.

These young-adult programs differ from more generalized prevention activities in that they involve young adults in the design and implementation of both peer and mass media information and motivational campaigns designed to encourage abstention or other prudent behavior. Further, condoms are marketed where young people are located, are packaged and branded with them in mind, and are priced to be affordable to them. This integration of young adults and their ideas into the programs leads to interventions that are more effective in inducing young people to adopt safe practices. PSI focuses on young adults in many of its thirty programs worldwide; the following are some examples.

BOTSWANA
The Botswana Social Marketing Program, which targets women and young adults, has been successful in providing the highest annual per capita condom sales in the world, 1.34. A key element has been the corps of peer-educators, who design messages, plan media campaigns, and partake in wholesale and retail promotions—a process known as "peer-marketing."

The Botswana peer educators perform live shows in retail outlets, wholesale warehouses, markets, and schools, tailoring their AIDS prevention messages to the audience at hand. "Young people are receptive to our approach because we ourselves are young and present our message in a fun and non-threatening way," says PSI peer educator Shombi Ellis.

Recently, the Botswana program launched the Tsa Banana Adolescent Reproductive Health Activity, which tests the effects of a promotion campaign targeting young adults in the medium-sized town of Lobatse. The name Tsa Banana, meaning "for adolescents" in Setswana, reflects the project's goals: to encourage young people to visit clinics, pharmacies and youth centers for advice on how to avoid teen pregnancy and protect themselves against HIV/AIDS. The project also trains retailers and clinic workers to respond to the special needs of their young clients.

INDIA
More people during 1995 will contract the HIV virus in Asia than in Africa-with India identified as the epicenter of this new wave of infections. By the year 2000, five million people in India will be HIV positive and one million will have AIDS.

In response to this threat, PSI/India has launched a young adult program, called Disha, or "Directions," to educate young people on issues of sex and sexuality, with an emphasis on the prevention of STDs and HIV/AIDS. Targeting youth, Disha launched an innovative call-in radio show in Delhi, which has a population of over 10 million. From 10:30-11:00 p.m. every Saturday night, plus a repeat show on Wednesday, thousands of young people tune in to Balance Barabar, or "The Right Balance". A popular Radio Jockey airs questions from the public that have been recorded on a hot-line answering machine in PSI's offices. Balance Barabar provides frank answers to questions about reproductive health, sexuality, and the prevention of STDs and AIDS, issues that young adults are often embarrassed to discuss. During the show, public service announcements are aired, and PSI's Masti brand condoms are advertised. The radio jockey intersperses his answers with music and humor. Callers can now receive a Balance Barabar information booklet answering questions about sexuality and HIV/AIDS.

PSI also targets young adults:

• In the United States, PSI's Project ACTION HIV/AIDS prevention program targets young adults through a condom vending program, mass media campaigns, peer outreach and community mobilization.

• In South Africa, the Society for Family Health and PSI conduct an Adolescent Reproductive Health Project in Soweto, in which, among other activities, young adults create AIDS prevention materials for their peers, such as the "Tale of Excitable Johnny and his Raincoat."

• In Haiti, PSI and its partners have produced an AIDS prevention comic book in Creole, which complements other youth oriented programs.

• In Nigeria, the Society for Family Health is designing a special two-pack condom brand for those under 30, in response to their request that they wanted a condom that "belonged" to them, and not to older adults.

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