RAVE (Revolt Against Virus Exchange): The Gift

HIV is the ultimate gift. It is the most erotic thing I can think of.
We have been changing how HIV is perceived to everyone but ourselves.
Change the mentality.

This campaign targets homosexual males ages 18-30. It stems from the underlying subculture of bug chasers, or men who actively seek out HIV and want to be infected.

Advertising Agency: LMN Design, USA
Art Director: Laurie Nickerson