Thailand has endorsed the goal of ending the AIDS threat by 2030 through a collaboration between 30 government and Civil Society organizations, and linkages with the business sector to accelerate and intensify HIV prevention, especially among the hard-to-reach groups. The former Thai prime minister, Anan Panyarachun, is the honorary advisor for this project. On the day of the launch, the project was honored by the presence of Gen. Narong Pipatanasai, Deputy Prime Minister, who also chaired the opening of the project launch ceremony. In addition, Khun Mechai Viravaidya, Mr. Steve Kraus of UNAIDS, Khun Prombun of Raks Thai, Dr. Prahan Panupak, Saensiri Plc., and representatives of the business sector and Civil Society attended this event. The project represents a new paradigm in the Thai response to the HIV epidemic and is a milestone of cross-sectoral collaboration. The Thai AIDS Foundation serves as the coordination focal point for the project, which is mobilizing resources to continue funding key interventions to advance Thailand toward the goal of ending AIDS by 2030. The strategy aims to reduce new HIV infections and AIDS mortality to trace levels, and to create a new social norm which is absent of stigma and discrimination against persons living with HIV (PLHIV).