Substance partnered with AIDS Foundation of Chicago to brand the AIDS Run & Walk Chicago. We developed the theme “I live. I give. I move.” This conveys the three step process of awareness, action, and participation. The spectrum visually references the LGBTQ rainbow flag and provides impact to the campaign, as well as contrast to the black and white photography. The campaign was applied to train and bus signage, posters, brochures, and promotional items throughout Chicago.