Our research showed that there are too many AIDS pamphlets as it is, and none of them convey their message in an impactful way. Instead, our solution was to do something memorable, something that would be talked about. We handed out unwrapped lollipops printed with a message, begging the question: shouldn't unprotected sex in South Africa provoke the same disgusted response as a mere unwrapped lolly?

The in-your-face analogy and unusual medium really upset people and got them talking, which in a country where discussing AIDS is still taboo, is an accomplishment in itself. People started calling radio stations about the idea, and the AIDS Helpline's average call rate increased from 1900 to 3000 calls per day.