The purpose of this paper is to examine one mass media AIDS education project, the Emma Says comic series. Created by an international health research organization based in the USA, the series was designed to educate women in rural Africa about the need to protect themselves from AIDS. The Emma Says series aimed to deliver powerful messages about AIDS in an easy-to-understand format using the caricature of an African woman working as a health educator in her community. By examining the medium (comics), the message (use condoms), and the messenger (Emma), this analysis sought to determine the impact of the Emma Says series among its intended audience.