Mozambique has the sixth highest prevalence of HIV in the world and ranks fourth in new infections. The government-owned print press Notícias has played an important role in the social construction of HIV and AIDS in the country as it was entrusted with the role of disseminating HIV and AIDS information to the public since the outbreak of the pandemic in the country in 1986. Using Notícias’ articles and frame analysis perspective, the article analyses the way Notícias has framed HIV and AIDS in the country since the late 1980s. The choice of media results from the fact that the way a phenomenon is constructed influences the way it is understood, as well as the way people may behave before it. The study found that Notícias’ frames on HIV and AIDS have suffered from a threefold tension: the need to maintain the Frelimo government’s former centralised and grassroots-orientated socialist ideology of health services in the context of the liberal market; the need to balance the influence of the global multilateral and bilateral actors and the Frelimo government’s political interest of translating HIV and AIDS response to the Mozambican context; and the need to portray a nationalist and positive image of the government’s performance in HIV and AIDS response before Mozambique’s non-fully plausible societal practices for an effective HIV and AIDS response. In a top-down approach, Notícias’ frames reflect not only the African post-independence ancillary and nationalist role of government-owned print press but also the power of global actors. Less is done from the societal bottom-up perspective.

Behavioural change is necessary in order to reach a sustainable society. Sometimes this will translate into doing less and it is likely that we need to stop some things entirely. We lay out the multiple challenges of making the act of abstaining count. The issue is partly philosophical - we ask ourselves how to intellectually and semantically frame abstaining; partly practical – how can we count abstaining? It concerns a broader understanding of modernity and interrogates the ideas of progress and growth, technological change, and innovation. Abstaining will also be a moving target as expectations and demands shift over time.