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"C'est la Vie!" (CLV) is a French-language serial drama and transmedia program produced in Dakar, Senegal and broadcast throughout an expanding range of West African nations. CLV promotes reproductive health and human rights and is entering its third season of production. Much of CLV content has been developed and distributed online and specifically through social media platforms including Facebook and YouTube. In addition to telling a series of fictional stories, the intention of the producers is to promote behavioral change in urban and rural populations in West Africa through the adoption of sexual and family health habits. In order to achieve this goal, CLV's narrative consists of environments and characters based on the social and cultural daily life of the audience. The purpose of this study was to analyze the visual elements present in the show used for context. Through visual semiotic theory to characterize linguistic elements, it was possible to categorize the signs intentionally adopted to represent certain nuclei of characters and environments according to their roles in the many CLV plots. The results of the semiotic analysis, in dialogue with opinion polls with the audience of the first season, reveal the importance of adopting certain chromatic, architectural and fashion patterns to promote engagement in the public.