The purpose of the announcement was to raise awareness of World AIDS Day and encourage people to purchase a Red Ribbon or make donations. The core message was that HIV and AIDS touches everyone in some way, hence the strong human focus and move away from stereotypes. The uplifting feeling generates a sense of hope that all contributions make a difference. Central to the creative was a glowing heart, which became a red ribbon, representing a celebration and affirmation of love shared and held, irrespective of HIV and AIDS. Original music composition was composed to vision to complete the story.