It seems that a tone of voice speaking about such serious issues as fighting AIDS should be as serious. But the creative team of the Maxima Kiev Advertising Agency decided to look at the problem from a different point of view, remembering the following aphorism of the great Georgian writer Fazil Iskander: 'Humour is the best way to lure a person into life'.

Instead of frightening listeners we decided to make them smile. Instead of emphasising fear we’ve emphasised love for life in general, and for sex in particular. For the wish to enjoy life and sex – in all its forms – as long as possible is a great motivation for protecting one’s life from AIDS.