A moving truck was sent out to 4 key districts in Hong Kong to reach the public from 29 Nov 2014 to 1 Dec 2014, creating direct interaction point with a mass audience and to raise awareness for the cause as well as for the organization. Free cups of coffee were brewed and given away by HIV carriers to place a question to the mass’s mind: "Would you accept a cup of coffee made by someone who is HIV positive?"

Through this activation, the promotional message of “stop and rethink on your prejudice over HIV” implicitly through the interaction, as well as explicitly printed out on the coffee cups and napkins.

Over 1800 cups of coffee were given out over the 3 days of moving truck period. The campaign started a conversation by forcing HongKongers to reflect on how the smallest gestures perpetuate stigma.

- Earned media reached over 1.3million people

- The video made over 300,000 impressions on Facebook within 72 hours

- AIDS Concern Facebook page likes increased by 12% within 72 hours