The Status Quo is creating a culture where South Africans are open and committed to getting tested the

way some of us visit the dentist every six months. Using the transforming power of entertainment and fashion to market our t-shirts and create a new popular culture that challenges the status quo to break down the stigma and assumptions South Africans have towards HIV/AIDS. Thus creating a culture where getting tested and responsible sexual behaviour is popular.
The purpose: To encourage all South Africans to get tested for HIV regularly, practice safe sex and be HIV/AIDS educated so as to end the stigma attached to HIV/AIDS. The business: Selling t-shirts that express a provocative message and encourage all South Africans to commit to The Status Quos purpose. The values: Understanding the challenges faced by people living with HIV/AIDS and ending the stigma attached to living with the disease. Noting a need and the importance for people to practice safe sex, get tested regularly and keep abreast with HIV/AIDS education and awareness.

Our market is mostly university students and young professionals. Entertainment and fashion are large influence on young peoples. Since fashion and entertainment have not contributed enough in terms of constructive social movements, while many pop cultures that exist are perpetuated through entertainment, this is an opportunity to bring pioneering innovation to the industries.
Young people (15-24 years old) account for half of all new HIV infections worldwide - more than 6,000 become infected with HIV every day. More than a third of all people living with HIV or AIDS are under the age of 25. (Metcalfe: 2009)