JeffreyGroup was in charge of the creation, production and implementation of the “Revenge” campaign, an initiative of the Argentine Ministry of Health, under the direction of ONUSIDA and the Pan-American Health Organization. The campaign objective was to create awareness of HIV prevention and to reduce the social stigma of carrying the disease. The challenge was to create an integrated campaign focused on digital media, during the 2010 World Cup, using soccer as a metaphor to communicate key messages of winning the fight against HIV/AIDS. More than 30 organizations dedicated to the fight against HIV/AIDS participated in the launch that took place in the capital of Buenos Aires. The project relied on media relations, social media and online advertising to generate widespread program visibility and a change in public opinion.