Unexpected: HIV has become treatable, but beliefs about the virus haven’t changed. To end decades of stigma, the New Zealand AIDs foundation had to prove HIV is safe in a way the world had never seen. So DDB Group New Zealand created Sperm Positive: The World’s First HIV-Positive Sperm Bank. The online sperm bank let men with HIV donate sperm, creating a global conversation about HIV. Now, Sperm Positive isn’t just changing beliefs, it’s changing lives.

Works: At 2:05pm on January 27th, 2021, the first baby was born – undeniably proving that HIV is safe. She’s a girl.