In conjunction with Agouron Pharmaceuticals, Inc., MEE Productions Inc. implemented a national HIV treatment campaign entitled "LIFE IS WHAT YOU MAKE IT^TM." The campaign's target audiences were African American and Latino adult persons living with HIV/AIDS (PLWHAs). Activities were implemented in nine cities: Washington, DC, New Orleans, Miami, Los Angeles, New York, Philadelphia, Chicago, Newark, and Philadelphia (See chart). The campaign was designed to ensure the target audiences understood their treatment options; were supported in their efforts to access treatment; and were encouraged to become empowered and totally involved in making treatment decisions that would fit their lifestyle.

The campaign's key messages were distributed through multiple campaign components and activities. These include: 1) Peer-to-peer communications using MEE's Peer Group Leadership Network Model; 2) Radio advertising and promotions; 3) Development and placement of cinema vignettes in movie theaters; 4) Partnerships with community based organizations; 5) Supporting events through community organizations; and 6) Distribution of campaign materials through Community Action Teams (CATs).