Pre-exposure prophylaxis (or PrEP) reduces the chances of getting HIV by 99%, but awareness of PrEP brand choice is low. Due to strict advertising standards, Gilead needed us to spread the word, without saying the (brand) words. So, we put PrEP choice on the tips of tongues at Toronto Pride — with free popsicles, where everything from the popsicle cart to the wrapper to the stick delivered the message.