AIDS Free World

Their breakthrough insight:

Halting AIDS is not a scientific problem. It’s a problem of discrimination, skewed priorities and ignorance.

Transformed into a story:

We put up a billboard in Times Square for the Christmas shopping season — the world’s most famous stage and its most cluttered environment. Our work broke through by boiling down the complex message to a single simple statement: “AIDS discriminates because WE discriminate.” Not your typical feel-good red ribbon campaign. So people noticed.

According to Director Paula Donovan:
“We haven’t heard a single reaction that was equivocal or simply polite; everyone is telling us that it’s ‘stunning,’ ‘brilliant,’ ‘absolutely remarkable,’ ‘genius,’ — to which we reply, without a hint of humility, ‘yes, you’re right.’”

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