Truvada, an HIV drug was a combination of two previous medications that were launched by Gilead. The key to this drug was simplification of the complex patient regimens. Utilizing urban backdrops and real life patients, the powerful message of taking control rises up to take center stage. Here, an African American male paints the core message across the pages. Powerful, colorful, with a message that’s easily understood is what makes this campaign a successful one.