Let’s say you’re a young person, around 30 years old. And you’re the kind of person who likes to take risks. So maybe you’re taking risks in your sexual relationships. You’re not practicing safe sex.

What would make you change your behavior?

That’s a question that’s long been pondered by public health officials. And now new research from a World Bank-funded team in Lesotho, a tiny country in southern Africa, has produced a surprising answer.

Lottery tickets!

Here’s what happened. Researchers wanted to see if they could reach individuals who are prone to taking risks in Lesotho, a country with very high rates of HIV infection. Forty percent of people between the ages of 30 and 34 are HIV-positive.

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