As part of its HIV/AIDS prevention campaigns, the government quickly recognized the need for targeted communication campaigns, tailored with specific messages aimed at certain populations: gay men, young people, and women. But it was not until the late 1990s that migrant populations were recognized as a specific target for HIV/AIDS communications. Several factors may explain this delayed recognition. A lack of epidemiological data, insufficient visibility of community organizations, and a sense of powerlessness were among the many arguments put forward by various stakeholders. Communicators, for their part, offer an explanation that may seem a bit simplistic to some, but which is nonetheless real: a lack of expertise. Indeed, while there were few difficulties in reaching out to specific communities with a strong advertising culture, such as the LGBTQ+ community, the challenge is quite different when it comes to reaching migrant communities living in France. [article excerpt]