By utilising media space that has never been used in an advertising landscape before, we were able to engage our readers. Our communication was the first thing the reader saw when turning each page, and almost impossible to miss. The statistics were gathered from UNICEF and the South African Department of Health.

Using an advertising space that’s never been used before (thereby ensuring the statistics were the first thing people saw when viewing a page) allowed us to achieve maximum impact. The ads stood out compared to other World AIDS Day messages, enabling us to assist in increasing World AIDS Day awareness.