These two projects seem to speak the same language and the creators of the two campaigns too. This is the reason why I ask myself the same questions when I see both these projects. I don't think all this fierceness, make up and obsessive Photoshop is necessary, since the concept and the overall campaign is already pretty impressive. The message they're trying to spread is worthy of attention, so what's the need for all this ‘glitter & glamour'?
Nonetheless, this is just my personal opinion. We love the HIV= project, anybody taking action against the HIV stigma and promoting HIV testing deserves respect and appreciation. Furthermore, since we're all equal, everybody has the right of being as fierce as he/she wants to be. Over the top is also good.
Source: DAA website