When the California AIDS Education Campaign was granted to Ogilvy & Mather, Nicole DeMeo was on the team that spearheaded the discovery, strategy, planning, and implementation of the $7M grant. We needed to quickly address what was missing for key stakeholders and high-risk populations. By the late ‘80s NGOs and grass roots organizations were providing services, so we set out on discovery to understand what the organizations needed to support their efforts to inform, educate and, change behaviors. Creative materials for high risk groups were desperately needed and the team created posters, billboards, cocktail napkins, matchbook covers, postcards and keychains (with condoms inside). Ultimately the results included massive adoption of condom use, clean needle/needle exchange centers and greater understanding of how the disease was spread.