Every 18 seconds somebody dies of AIDS.To make this frightfully high death rate seizable we needed to represent every AIDS victim individually. On billboards we displayed our strong message and pictured all the names of the 1.752 million AIDS victims.Behind the billboards we installed machines that produced foam and nourished it with helium.The foam was pressed automatically through a cross shaped stencil and was cut every 18 seconds.So from behind the billboards that displayed the names of the AIDS victims one helium-foam-cross rose to the sky every 18 seconds. Each cross representative for one person who died of AIDS.

In the city promotion-teams provided further information-material with integrated QR codes which automatically led people to the donation-site of the Deutsche AIDS-Stiftung e.V.

The campaign immediately started to spread by word of mouth. Pictures and videos were shared all over the Internet.Even the national news reported about this promotion event at prime time.A welcome side effect was the increase of donations by 10.6%, which was urgently needed.