amfAR’s Countdown to a Cure for AIDS is a research initiative aimed at developing the scientific basis for a cure by 2020. To reach the ambitious goal of a cure by 2020, amfAR is changing the way it funds research with more aggressive and focused collaborative approaches to addressing the unanswered questions. An effort this ambitious needed a brand that would build excitement not just within the scientific community but also for the general public. Clarke has been working with amfAR to build the brand through targeted communications. We are helping amfAR reach this important goal through strategic and tactical efforts in print and digital.