When it comes to billboards, we're used to signs with big letters that shout out the advertisers' messages.

But sometimes the best message is the one with few words that gets across a far bigger statement.

One such board is up in Albuquerque, and at first glance it appears to have no words at all. It's just plain white.

But look down in the right corner and you see these words: "Help us." Right below is the red ribbon associated with AIDS awareness and a web site, DesignThisBillboard.com.

The billboard, which went up on May 8, was created for New Mexico AIDS Services by Esparza Advertising of Albuquerque for the group's annual AIDS fund-raising walk.

And the aim is not just to get folks to turn out for the walk but to build a real sense of community support for the group and the movement, both among longtime supporters and the public. Thus the billboard is asking people to kick in not their money but their creativity.

It is a call to activism of that sort that has defined the AIDS movement from its earliest days, from sewing patches for the AIDS Memorial Quilt to demonstrating for increased funding. 

"In addition to the outdoor board and web site, the campaign was promoted through email blasts to NMAS core supporters, a list of approximately 400 people," says Karen McCallum, media director at Esparza.

"Those supporters were then encouraged to share the project with others using email and social mediums such as Facebook."

When any visitor logs onto the web site, they can choose one of eight footprints, such as a boot, sandal or clog, to affix to an AIDS Walk banner that will eventually become another billboard. That will go up shortly before the walk on June 14.

Visitors can also add a few words to be displayed online along with their footprints, such as a tribute to a friend who has died from the disease.

"New Mexico AIDS Services wanted to get their core supporters excited about the upcoming AIDS Walk and to encourage them to recruit others to the cause," says Tiffany Hobson, Esparza director of accounts. "So since the campaign had a limited budget, the idea was to create something that the core supporters could easily share with everyone in their circle – to turn these otherwise passive supporters into active recruiters for the cause."

The billboard site has already received hundreds of submissions. The cost of the campaign was minimal, just $3,000, and New Mexico AIDS Services has reported an increase in donations compared to the previous year.