We created this campaign for The American Foundation for AIDS Research (amfAR). At the time, it was important to denounce the stereotypes and communicate that AIDS was not just a gay or African disease. This arresting campaign for amfAR highlighted that nobody was immune and we were all vulnerable, from the Oval Office right into our family circle.
This ad was so provocative, amfAR refused to run it. At the unveiling of the campaign, Kenneth presented it as, “the ad that won’t be running.” This brought more press attention and editorial coverage to the campaign than any other execution. AmfAR even received a letter from the Archdiocese of New York demanding that the foundation desist from the unauthorized public use of the Pope. AmfAR apologized, but Kenneth didn't: he had raised attention to the cause without even running the ad.