Compare the following: “AIDS, Why We Won't Be Silenced.” (Sunday Times, December 1993) and “… sex is an extremely important activity for a person's physical and mental health … wear a condom.” (Folha de São Paulo, February 1994). The first is the now notorious banner headline from the Sunday Times’ self-righteous campaign to “search for the truth” by casting doubt over the causal role of HIV in AIDS. The second is an encouraging and straightforward message from an editorial in an equally prestigious and widely read Brazilian newspaper in the run up to Carnival.