More Young Americans Are Contracting HIV

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"I think it affects straight people, too, in that they absorb this 'magical thinking' -- that this is someone else's problem," Davis said.

So what doeswork to change attitudes and behaviors? That's a tough question, Chono-Helsley said, and the answer usually depends on particular contexts and communities.

"You really have to evaluate what methods you're using and think about the person as a whole, not just the infection," she said. "Because they've all heard 'use a condom, use a condom.'"

The right approach is key, Blades added. "If you deliver the message to them in a way that's not preachy or looking down on them, I think that's more effective," he said. "That's what we try to do - deliver HIV information in a way that will click in with them, so that they'll take home something that they didn't know the night before."

"One thing is for sure, we can't just shake our finger at young people and say, 'You're bad,'" Chono-Helsley said. "We have to be supportive. They're young, we've all been there, remember. You can save some, but you can't save them all."

More information

There's more on HIV and AIDS at amfAR.