This study examines the HIV/AIDS beliefs and experiences of young adults in Gaborone, Botswana using the Health Belief Model. Three focus groups conducted with 21 participants, ages 18–23, found that the abundance of campaigns in Botswana has seemingly led to HIV/AIDS becoming normalized, rendering campaigns ineffective. Traditional beliefs are fading from the younger generations, but risky behaviors continue to spread HIV/AIDS. Further, stigma beliefs impede preventative behaviors and hinder open conversation. Findings imply that future campaigns should incorporate the stories of people living with HIV/AIDS and should trim repetitive prevention messages to reduce desensitization of the risk of HIV/AIDS in Botswana.


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