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An initial challenge to apply relevant social psychological knowledge to the HIV/AIDS epidemic in Cambodia has grown, using a Lewinian 'action research' perspective, into a multi-sectoral research and health intervention programme. This addresses inequalities in literacy, employment, poverty and the risk of dying from HIV/AIDS. At the level of the individual, it seeks behavioural change to 100% condom use for women and men at risk. At the social level, a pyramidal 'peer educator' training program is initiated, while at the community, institutional and international levels, hiring policies of hotels and the health policies of globalised businesses are challenged to contribute proactively to the campaign against the spread of HIV/AIDS. While a grass-roots community (NGO) group works locally to improve the situation of married women and the 'beer girls' of Siem Reap, students in several countries are organising internet sites concerning the ethical and fair-trade practices of international beer companies profiting from the sales of these beer-girls, who are now 20% HIV positive. [ABSTRACT FROM AUTHOR]