DON’T BE AFRAID TO BRING DRAMA: The HIV Vaccine Trials Unit at Fred Hutchinson Cancer Research Center ran chronically short on volunteers. We created a campaign using real volunteers to demonstrate the power of volunteerism in the fight against HIV. The effort dramatically increased the program’s visibility. The drama of the images was achieved, in part, by the large public photoshoot, which brought TV news crews to the event. These posters were shortlisted at the Cannes Advertising Festival, took Best in Show at the NW ADDY Awards, and won a Graphis Advertising Gold.