Luv ’til it Hurts will be around approximately two years, and plans to reveal a ‘business plan for fighting stigma’ and supporting urgent HIV work at the end of the period. After which we hope a bigger outfit will pick it up and run with it. This new [support] strategy is the endgame. For now we are a coalition of HIV+ folks and  allies, artists and people from other ‘walks of life’ engaged in a discussion on stigma.