Diffusion of innovations theory and effective targeting of hiv/aids programmes in thailand

This article investigates the applicability of diffusion of innovations theory in targeting unique populations at high‐risk for HIV/AIDS in Bangkok, Thailand. The diffusion of innovations theoretical framework, especially as it applies to targeting unique population groups, is discussed. An overview of the research site, Bangkok, is provided, followed by a discussion of the data collection procedures employed. As part of the site description, a history of HIV and AIDS in Thailand is presented, which examines the sociocultural context of targeting information to unique populations in Bangkok. Following the study findings, the implications of employing diffusion of innovations theory to effectively target unique populations at high‐risk for HIV/ AIDS are discussed.