This paper written by Helen Gould reports the initial findings from HIV/AIDS: The Creative Challenge, a project which is developing reflective discussion with field practitioners and policy makers on the value of cultural approaches to HIV and AIDS. The project has been developed by Creative Exchange in partnership with Exchange and UNESCO. It looks at how the cultural dimension can be more effectively factored into HIV and AIDS communication programmes, which are often the area in which culture is most visible and effective. The paper is No. 7 in the Findings series published by Healthlink Worldwide and can be downloaded at http://www.healthlink.org.uk/resources/findings.html