How can we change the "macho" attitudes to sex?

"Late diagnosis and treatment means that many continue to practice unprotected sex, running the risk of reinfection and of unknowingly infecting their partners".

What was agreed at the conference in Rio was that there needs to be a massive cultural change to try to redefine what it means to be a man for millions across the world. The UN's Mane says he believes HIV could actually provide an opportunity to start breaking down rigid and culturally entrenched beliefs. But how can this be done, and how long will it take? Discussions at this conference indicate that men's attitudes have changed little over the past 20 years, despite high HIV/Aids prevalence rates and huge amounts of money spent on promoting safe sex. To change attitudes you need to start early. Will it take another generation before significant change is achieved?