Health communication, as the new and salient field of communication study, is open to more research, case study, and project to enrich the ology. (Littlejohn & Foss, 2009). This nonthesis project studied the interrelation between cross-cultural theory, health communication, the combination of those two, along with additional supporting principles from mass media theory like agenda-setting theory; suggesting the mix through a cultural-centered health communication project in audiovisual campaign form. Asmat, a regency in southern Papua Island is chosen to be the research object of area, as the regency is still struggling –in health aspects- with HIV/AIDS disease (Firmansyah, 2019). Though curative action and preventive educational campaign were massively done periodically, this project suggested that the health communication would be less effective, efficient, to the point of redundant - if the healthcare provider and communicator do not consider the cultural aspect, especially in a rural area like Asmat which is less- developed compared to metropolises. This project finding includes an audiovisual health communication campaign product, built-in consideration to Asmat's local culture and social structure. Ethnography method is used by the researcher to learn about Asmat’s daily social and cultural transaction; believing those aspects would enhance the efficacy of a health communication campaign (making the communication product less difficult to be understood in different cultural contexts).