In conjunction with specific product branding, disease education and patient awareness becomes an important role when launching a new device or drug. In this series of promotional posters, adherence becomes the do or die message. When taken regularly, HIV medications can provide patients with a life closer to those of healthy individuals. Here we see what's important when it comes to living our lives with a passion. Taking control of our destinies becomes a powerful underlying message when placed in context with a life threatening disease.