I don't know what the creative process is. I don't know how to trick it into starting or how to egg it on.

We've had a mixed bag of results in trying to get women to use tenofovir gel for hiv protection, the main concern has been many of these young individuals who are at highest risk for herpes and hiv don't actually consider themselves at risk. They don't appreciate their risk. It's the same for alcohol consumption, dangerous driving or smoking or any of these things.