"The One campaign, I didn't want it named after one of our songs, and so Andre Harrell, a really creative man, came up with this idea of calling it Same As Us. I'm not a fan of testing, but it didn't test well, and you know why? Because people don't think they are. People don't think they are the same as us. They'll give them money, they don't want them to die. 'But, hey, they aren't the same as us.'" - Bono, 2005