1 HIV/AIDS Campaigns as Signifying Processes HIV/AIDS Campaigns as Signifying Processes Group Dynamics, Meaning-Formation and Sexual Practice Abraham Kiprop Mulwo & Keyan Tomaselli Abstract This chapter examines university students’ interpretations of the notions of ‘absti- nence’ and ‘be faithful’, based on a reception study conducted to explore students’ responses to ABC and VCT campaigns at three universities in KwaZulu-Natal province, South Africa. Using Reception Theories and Hermeneutics, the study examined the structures and processes through which university students make sense of the ABC and VCT campaign messages and the impact of these campaigns on students’ sexual practices. Empirical evidence from the study suggests that the nature of cognitive inluence and social action that behaviour change communica- tion messages generate amongst the audience-publics, ultimately depends on how the meanings interpreted from the messages articulate with the situated discourses that led to the formation of those meanings. Keywords: HIV/AIDS campaigns, communication, behaviour change, youth, sexual practices, South Africa Introduction Studies in many countries have shown that young people engage in unprotected sex in spite of their high levels of exposure to communication campaigns aiming to encourage behaviour change. Recent communication surveys in South Africa, for example, have demonstrated high levels of exposure to HIV/AIDS commu- nication campaigns and a near-universal awareness of HIV/AIDS (Kelly, 2005; Pettifor, 2004). However, the sustained high level of HIV infection, in spite of these interventions, remains an enigma (Swanepoel, 2005). A study conducted by the Human Sciences Research Council (HSRC) in 2005 concluded that: ’with respect to HIV prevalence and behavioural response it is clear that, in spite of massive investment, there has been inadequate progress in addressing HIV