[Social marketing campaigns as an instrument of influence on the attitude and behavior of youth in the area of sexual health]

The principles and necessity of carrying out campaigns "Reasonable Man--Reasonable Choice" are presented. The sociological questioning among young people in Moscow (prior to the campaign) was found to be indicative of the discrepancy between their knowledge of protection from HIV/AIDS and their behavior. The development of the strategy of the campaign included sociological studies, the full set of publicity materials and drawing attention to the campaign itself. The results of the work for 8 months were summed up by means of sociological questioning which demonstrated the effectiveness of all arrangements of the campaign.