A group of NGO's leaded by LestraS, wanted to bring awareness to the Mexican population that discrimination against people that live with HIV is an everyday fact in Mexico, where discrimination is not openly recognized. The main objective was to address the subject in such a way that would impact people and reduce the stigma against people that live with HIV.

We decided to impact first with a strong, cruel yet true statement about discrimination against people with HIV, however, the impact-full image would capture our attention with a visual message that contradicts the statement.

This would force the public to give it a second thought to try to find sense in it. Then the closing statement 'Be like nobody' would turn the words 'somebody' and 'nobody' into names, and that way the text is congruent with the image. This is a common word game in Mexico and other Spanish speaking countries ('Nobody is perfect. I'm nobody').