Our market research showed that there was a lack of urgency about HIV/AIDS in the Chicago area, a sense that it was no longer a problem. We confronted this attitude head on in the Change the Story campaign. Highlighting data points about transmission rates heightens the sense of urgency. The displays were placed in areas that thematically aligned with their respective imagery. The data ties the issue directly to the Chicago area, making it more palpable, and undeniably close to home. The campaign was so successful it became the basis for the 20th anniversary annual report for AFC.