I'mOn-EndingHIVExtensionCampaign-2014SydneyDesignAwards The copy is emotive, humorous & relatable (in a non clinical way). Type detailing & hierarchy convey a main message and secondary info. The single pictorial element draws on the 1997 United Colours ads which pitched to a similar market and communicates the response action. It's also a campaign that aims to improve the world, not tear it apart. It's genuine, open & not trying to hide anything and this is why the audience connects to it.