We’re proud to have been the advertising agency that truly changed the conversation in this country around HIV. We did this by creating the first HIV advertising campaigns that broke away from the usual fear-based approach. Fear creates stigma. And additional stigma is not what HIV positive individuals needed. Stigma also keeps people in the shadows, afraid to get tested because they’re afraid of the results. So we changed the tone. We changed the messages. Go ahead and play, enjoy yourself, enjoy sex. Being HIV positive or negative doesn’t keep you from any of that. Just be sure. Play sure. Stay sure. Always be sure you’re doing everything you can to protect yourself or protect your partners.
We said the magazine isn’t the gift. It’s what’s inside. The inspiration. The style. The conversation. Suddenly Condé Nast magazines are the must-have of the season.
In an industry where it’s all about price, we gave American families more compelling reasons to actually like and choose DISH.