Stigma and discrimination against people living with HIV (PLHIV) remain a major problem in China. To creatively address this national challenge, UNDP’s innovative and groundbreaking initiative to harness a previously untapped potential in China – the Arts and Commercial Media Sector – had a simple goal: to engage and harness the potential of the Arts and Commercial Media Sector to increase access to a broad segment of the Chinese population, improving understanding of HIV and thus creating a more supportive and accepting attitude towards people living with the virus.