<p>Abstract</p><p>Aim: The aim of this essay is to study the global communication strategies of Red Cross/Red Crescent designed to help stop the hiv/aids-pandemic. The essay is also part of a cooperational project with the comprehensive purpose to investigate the relationship between the global and the local.</p><p>Material and method: The study draws on different materials and methods. Four interviews with Red Cross/Red Crescent coworkers, and a qualitative text analysis of different text documents of relevance for the global communication strategies have been carried out. These constitute the main material and methods, but two occasions of direct observations at seminars have also been carried out.</p><p>Main results: Due to the many differences between the localities of the world, the external global communication strategies of the Red Cross/Red Crescent are ment to be further developed at national level. The internal global communication strategies have an important mobilizing function, where the coworkers at national level are urged to commit to the fight against hiv/aids related stigma. The communications strategies at global level are constructed on basis of very broad and generalised conceptions about the target groups. The global dimensions of a global arena, global consciousness and global planning still appears important in the fight against the hiv/aids-pandemic.</p><p>Keywords: centralisation, decentralisation, mass communicaion, interpersonal communication, diffusion of innovations theory, global anena, global interdependence, global consciousness</p>

Abstract Aim: The aim of this essay is to study the global communication strategies of Red Cross/Red Crescent designed to help stop the hiv/aids-pandemic. The essay is also part of a cooperational project with the comprehensive purpose to investigate the relationship between the global and the local. Material and method: The study draws on different materials and methods. Four interviews with Red Cross/Red Crescent coworkers, and a qualitative text analysis of different text documents of relevance for the global communication strategies have been carried out. These constitute the main material and methods, but two occasions of direct observations at seminars have also been carried out. Main results: Due to the many differences between the localities of the world, the external global communication strategies of the Red Cross/Red Crescent are ment to be further developed at national level. The internal global communication strategies have an important mobilizing function, where the coworkers at national level are urged to commit to the fight against hiv/aids related stigma. The communications strategies at global level are constructed on basis of very broad and generalised conceptions about the target groups. The global dimensions of a global arena, global consciousness and global planning still appears important in the fight against the hiv/aids-pandemic. Keywords: centralisation, decentralisation, mass communicaion, interpersonal communication, diffusion of innovations theory, global anena, global interdependence, global consciousness