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The purpose of this study was to investigate into the issue of HIV/AIDS prevalence and behaviour change among youth in Obubra Local Government Area of Cross River State using the descriptive survey design and a sample size of 280 respondents on whom questionnaires were administered. Relevant literature was reviewed and with the use of Pearson coefficient (r), the result showed a strong relationship between social marketing and behaviour change among youths in the study area. It went further to recommend on the need to strengthen social marketing as a working strategy if the rampaging social menace of HIV/AIDS must be prevented among youths. DOI: 10.5901/ajis.2014.v3n4p115

HIV/AIDS Social Marketing & Behavioural Change among Youths in Obubra Local Government Area of Cross River State, Nigeria