Reading #3 "Audience as Co-designer"

AIDS and HIV in Africa

This article about the HIV prevention campaign in Kenya explains that the creative team included members from their target audience in order to effect culturally appropriate aesthetics for cross-cultural communication. Research had shown that clear transmittance of information occurs when the encoders share the same culture as the decoder's, so the Kenyans designed their own propaganda using their own visual language that would help get their message across boldly.