Instead, our solution was to do something memorable, something that would be talked about. Simply put, we used a medium that broke through the clutter of traditional African AIDS information.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?

Rather than give people a bland page of information, our solution was experiential and interactive. The analogy between an unwrapped lollipop and an unprotected penis was simple, unusual and hard-hitting.

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.