Dedicated to improving the lives of those affected by the HIV/AIDS epidemic, the AIDS Foundation of Chicago has been around for almost as long as the disease. Going into year 25, and wanting to promote greater awareness, the organization had a great deal of equity in their current logo, so was unwilling to modify it, but recognized the need to rework their overarching brand. Chicago-based Substance created a campaign that balances awareness with establishing a sense of urgency about fighting the disease. The theme “Change the Story” demonstrates how joining AFC in their fight against AIDS can affect measurable and powerful outcomes and the art direction leads readers to expect a sports or news story; instead, a statistic about HIV/AIDS provides a powerful and memorable twist. The campaign launched in October and culminated in a wider rollout through World AIDS Day.