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The messages produced during HIV/AIDS awareness campaigns in Cameroon offer a real discursive field worthy of scientific interest. This analysis, entitled "Semiolinguistics and sociolinguistics of HIV/AIDS awareness messages produced by the CNLS and 100% jeune in Cameroon from 2001 to 2019", examines these messages from a linguistic, plastic and iconic point of view. Awareness-raising messages are elements of education whose aim is to adjust the social behaviors and lifestyles of young people. The CNLS and 100% jeune offer various specificities in prevention messages, and are a real field for deploying semiolinguistic and sociolinguistic strategies. Unfortunately, these messages are not always adapted to the target audience. The designers of these messages should therefore take into account the socio-cultural context of these young people when developing awareness-raising messages.
Culture influences not only how we act and perceive things, but also how we want others to perceive us. The impact of culture on people's value systems can affect the fate of a prevention campaign. Helping young people to adopt responsible sexual behavior, for example, is a deeply rooted idea with distinct cultural meanings that must be understood by social marketers before any communication plan is introduced. For example, the marketing of condoms or abstinence will not necessarily be the same for all socio-economic groups. Indeed, what is accepted in one culture may be taboo in another, as in the case of condoms among the Muslim population; acceptance or rejection of the message is predetermined by cultural prejudice. Knowledge of AIDS and adoption of preventive methods may be influenced by religion, ethnic factors and level of education.
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