With absolutely no money, (and I really mean no money - not like when most people say the client has no money. They really gave us no money. $0) we were charged with the mission to raise awareness that AIDS is still out there and it still kills.
On AIDS awareness day, we Xeroxed hundreds of "Kick me" signs that read "Most people with HIV don't know they're carrying it" and had dozens of NYU student volunteers tape them to people's backs, without them knowing.
On college campuses, we handed out the ever popular “sex position” posters, but with a twist.
The rap star, Ludacris, became aware of our efforts and wanted to help out. He volunteered to be in a short video where he was placing the "Kick me" signs on people's back and telling the audience to "Spread the word, not the disease". He also sold the sex position posters at his concerts.
We also got lucky when SPIN magazine donated two back-to-back pages in one of their issues.