A little bit of genius for World AIDS Day

Adverblog has alerted me to this brilliant little idea for World AIDS Day by the Cape Argus in South Africa. You can't really see on this image, but they've made each page number of the paper extend into a statistic about AIDS. (For a much bigger version of the image, click here.)

This is the kind of idea I love: simple, enormously impactful and totally original - ideas that make you think, Why hasn't someone done that before?