Authors of world regional geography textbooks have recently become more interested in the broader theoretical changes that have emerged in human geography. Relying on feminist and other critical perspectives, concepts such as space, place and scale are being re-imagined in this 'new world regional geography'. This paper intervenes on behalf of a more critical world regional geography by suggesting how world regional geography teachers can educate students about scale as a social construction through the use of empirical data. Relying on fieldwork conducted in Thailand, this paper lays out a lesson on the HIV/AIDS crisis and how different representations of that crisis, from the national to the individual, offer different 'ways of knowing' the epidemic. Furthermore, this paper examines how we can push students to consider the ways in which scales of analysis are constructed and constituted through our own geographic practices.