Dealing with the anti-stigma brief that came from the client, there became a desire to emotionally connect to HIV carriers and from there came the idea to illustrate the awful feeling of friends disappearing. Developing the smart card enabled us to create a scan which enabled a film to show up that mocked the familiar graphics of contacts being deleted until the point was clear.

The postcard was spread through the country in over a 100,000 copies and all of them were taken from the postcard stand.The postcard launched the shift from regular postcards to interactive smartcards. The campaign was adapted by 13 postcard distributors around the world and fitted to each country specifically. The campaign continues to more countries during 2012 as well.