We used special pedestrian traffic lights that have been used in the Hamburg city centre for quite some time. They indicate the seconds remaining until the next green phase. We placed signs on these lights that combined them with a sobering fact: every ten seconds a person becomes a victim of AIDS. This made the high death rate clear to consumers.

During a time of year when many organisations ask for donations, we used unusual advertising space (traffic lights) to differentiate us from the masses in a surprising way. The Stern Foundation website actually recorded numerous new visitors after our promotion. The result: when compared to previous months, donations increased dramatically.