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,...