Taking a cue from AIDS activists who demanded treatment in the 1980s, this campaign’s core message "Can't Silence a Cure for AIDS" was a direct and powerful statement, drawing parallels with the 1980s "Silence=Death" slogan and positioning the quest for a cure as a new civil rights issue.

The messaging was designed to raise awareness of the Research Foundation to Cure AIDS, a nonprofit that has biotechnology that can be used to cure AIDS.