More than 30 years after the start of a global AIDS epidemic, the United Nations body UNAIDS is taking a step away from fact sheets and UN reports. Instead, they’re trying out designer e-cards and celebrity endorsements. On their website, you‘re greeted by elegant, colourful artwork of mothers and their children, and the words “Believe it. Do It.” WRS‘s Daniel Gross asked UNAIDS Deputy Executive Director Paul De Lay about the latest approach: