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But aren't we assuming linearity of the effects here? I would think that there would be significant diminishing returns to some of the prevention methods mentioned in the video. For example, doing an initial mass media campaign in an African country is very likely to be extremely cost effective, however, doing more and more campaigning is likely to cost just as much as it costed the first time around while bringing significantly less benefits (additional awareness about HIV/AIDS) as people would already know about HIV/AIDS.