The Elizabeth Glaser Pediatric AIDS Foundation—born in 1988 out of a mother’s desperate fight to save the lives of her children and all children impacted by HIV—inspired a movement that has resulted in the virtual elimination of pediatric AIDS in the U.S. and Europe. The foundation recently partnered with The Matale Line to not only sustain the movement, but also to reinvigorate it, especially in those parts of the world where pediatric AIDS rages on. Working with foundation leaders, The Matale Line built a single, powerful brand narrative, integrating it in all mediums through all channels. The work is now being rolled out internationally.