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Louie Moses was pretty proud of the tagline "Don't Fuck With AIDS" when he crafted it in 1991. An advocacy group plastered the message across Arizona State University's campus as the epidemic reached a crescendo. And when a radio station called him out for crass language, Moses replied "the ugliest word in that sentence is AIDS."
Looking back from the vantage point of World AIDS Day today—nearly 25 years later—the founder and creative director of Moses in Phoenix, Arizona sees it differently.