Beginning in the late 1980s, the HIV epidemic increased rapidly in Thailand, particularly in the upper Northern region [1, 2]. In 1990‐91, soon after it was observed that the HIV epidemic was spreading among injecting drug users and sex workers, the government acted decisively, launching a nationwide campaign to reduce HIV transmission. Thailand became the first country in Asia to launch the 100% Condom Use Programme (CUP) – a collaborative effort among local authorities, public health officers, sex establishment owners, and sex workers – a target was set to ensure that clients could not purchase sexual services without condom use.
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