From June 15 to 21, 2007, designer-like T-shirts were given away at strategic locations throughout Puerto Rico. Although they were perceived as the newest fad, people didn't know what its design represented. We told them on June 22, with a TV spot where a guy agrees to wear our T-shirt, only to find out that its design is actually an HIV cell. Over his expression of shock, a statement appeared on screen: You could have it and not know it. June 22, 2007- Get tested. The next day, we ran print ads announcing mass HIV testing sponsored by Bristol-Myers Squibb.

From June 15 to 21, we distributed the T-shirts at popular hangouts. We ran fashion style newspaper ads as teasers and had product placement in prime time TV shows.

On June 22, our TV spot ran, revealing the T-shirt's true design - the HIV virus - and invited people to the mass HIV testing sponsored by Bristol-Myers Squibb. The spot aired in three local channels and cable TV as a public service announcement.

The next day, we ran print ads with more information on the event. A website with testing locations and information about HIV was also a part of the effort.

Interest in the T-shirts created word-of-mouth that subsequently got more people involved in the cause. People talked about it on the radio and in groups on Facebook. The mass HIV testing event was held on June 27, 2007 at 70 centers across the Island. A total of 9,343 tests were administered, a 60.2% increase over the previous year. Bristol Myers Squibb's total investment was $110,000. But the unexpected way the event was promoted generated over $102,000 in additional publicity and exposure for the company and the HIV testing advocacy.