Their goal is HIV/AIDS spread prevention by forming motivation to a healthy way of life. They do not want the posters and video to intimidate the audience with horrors of narcotic dependence and life of HIV-infected people. This is a passed stage in perception of complications of fighting HIV/AIDS. Instead, they want to eliminate dis-balance between the disease cause and consequences. The main thing is not why and when to die but how to live with dignity (with or without HIV status).
http://antiaids.net/pologenie.html