The Christian Reformed World Relief Committee (CRWRC) is trying to shed some light on the global AIDS crisis with the launch of IEmbraceAids.com to increase awareness among Canadian youth.

The “Let Your Light Shine” effort developed by Manifest Communications, is meant to engage young adults, and raise awareness in hopes of bringing “AIDS out of the darkness,” said Kristen Deroo VanderBerg, communications and marketing coordinator at CRWRC.

“[The site] provides creative venues, it makes it more interesting to come in and figure out a creative way to talk about AIDS with their friends and peers,” she said.

To engage the younger demographic and direct them to the site, guerrilla marketing and publicity stunt agency Smak set up photo shoots at Ontario universities, and captured students drawing pictures using a flashlight.

The photos were taken in the dark, using a 30-second exposure, which gave each participant 30 seconds to create their image. A flower, the word “hope,” and a man flexing behind the word “strength,” are included among the pictures now posted online.

CRWRC and the Hamilton District Christian High School will host similar “light” events in the new year. Students who participate in the light drawing event will be sent a link to the site, where they can view their picture.

The site, produced by Jam 3, houses a “share your light” page that allows visitors to create their own light drawing postcard using their mouse and a colour palette. The postcard can be e-mailed to a friend.

The site also contains a news section, volunteer information and event hosting options.

“We want them to figure out how to let their light shine—whether that’s spreading the word or planning events,” said Deroo VanderBerg.