After extensive market research, key message points for the campaign began to emerge. As creative was being developed, the team sought to identify the best vehicles to carry these messages. One of the challenges of this campaign was to reach African Americans, a population with increasing numbers of new HIV cases, but for whom traditional healthcare communications in the HIV marketplace were ineffective. Awareness of the audience and mode of delivery enabled the entire team to craft a campaign and a media plan that worked in synergy – making the most of both the message and medium.