The campaign features radio, print and television spots consisting of real life testimonials by people living with HIV. By telling the stories of prominent and ordinary people who lead productive lives with HIV, the campaign hopes to make role models of those who are willing to share their HIV status in public, with the hopes of ending prejudice and encouraging others to follow their example.

According to the organisers, helping people living with HIV and AIDS get access to treatment, mutual support, and ways to get their voices heard at local and national levels is particularly effective in tackling stigma. Four HIV-positive Zimbabweans, who had decided to disclose their status to the public, were Gladys Ngwenya, Donance Kangausaru, Thembeni Fazo and Rebecca Chiroodza. They shared personal and intimate details about their lives, how they became HIV positive and the stigma that they face.

The campaign was created in Zimbabwe over a three month period and according to the organizers, was developed in close collaboration with people living with HIV/AIDS who face stigma on a daily basis.

HIV/AIDS.

The campaign won a 2005 Global Media Award. According to PSI, the stigma that surrounds people living with HIV prevents people from getting tested, seeking treatment and admitting their HIV-positive status to others.