RESUMO
The 'ABC' approach promoted at the beginning of the HIV/AIDS epidemic in Botswana has failed to yield significant behaviour change. Formative research was conducted in urban; semi-urban and rural areas to explore how the use of sociocultural messages depicted in posters elicited people's response to HIV/AIDS-related behaviours. The research interrogated values and practices underpinning Tswana philosophy in relation to parentchild communication; voluntary counselling and testing; condom use and faithfulness. A total of 206 individuals aged 15-49 years were purposively interviewed.The results showed that this campaign was perceived as an activation of positive Batswana culture to modify harmful norms; values and social practices; drawing upon those cultural aspects favouring more positive behaviour.We conclude that behaviour change communication should promote links to cultural values and principles.This can be achieved by: communication in other languages in order to reach all groups in Botswana; providing opportunities for venturing into other ways of communicating HIV/AIDS messages to Batswana in light of literacy skills; and using communication media that is developed on the basis of cultural approaches and focuses on segmented population groups