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Brystol-Myers Squibb


HIV/AIDS may be “out of sight,” but it shouldn’t be “out of mind”—it’s still with us. And so are the risks.

26% of Canadians infected by AIDS don’t even know they have it. So it was imperative to remind people of the dangers—even though they can’t be seen—and to urge those with the disease to take action. This totally viral campaign was a tremendous success, garnering support from the blogging community and other influentials, including the group Tokio Hotel, which came on board early in the initiative.


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