National AIDS Trust: rock the Ribbon

National Aids Trust, a UK charity, changed attitudes and challenged 30 years of stigma by changing behaviours towards the humble red ribbon across the UK.

Campaign details

Brand: National AIDS TrustClient: National AIDS TrustAgency: St Luke's

Executive Summary

This case study shows the National AIDS Trust set about changing attitudes and challenging 30 years of stigma by changing behaviours towards the humble red ribbon.

  • HIV has come a long way from the 80's epidemic but stigma and fear associated with the disease remain, making every day a challenge for those living with the disease.
  • Even the red ribbon was not safe, subject to the same stigma (1 in 5 refused to wear it)
  • In a step change for the charity,...

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