In Thailand, too many girls find themselves at an early age in the sex industry, usually for lack of other economic options. Young girls are desirable because they are thought to be "safe" and uninfected with HIV, but the risk of infection to them and thence to their clients is very high. This case study describes some responses to the problem, focusing on changing the attitudes of girls and their parents in regard to sex work, and on providing a means for girls to avoid becoming sex workers through improved education and career opportunities. The approach takes into account regional and demographic differences in the nature and scope of the problem in the search for solutions.