AIDES and BETC Tilt the Red Ribbon to Change How HIV Is Seen

On World AIDS Day, December 1st, AIDES and BETC have launched a campaign that breaks the codes to deliver a vital message: With treatment, someone living with HIV can achieve an undetectable viral load – meaning HIV becomes untransmittable.
This is the principle of U=U: Undetectable = Untransmittable. A scientific consensus established in 2019, yet still largely unknown to the public. Science has advanced, but HIV-related stigma remains just as pervasive today.

A new perspective on HIV

To address this lack of awareness, the campaign revisits a symbol everyone knows: the red ribbon. Created in the 1990s, it represents an upside-down 'V' for victory, designed to be flipped the day the disease is defeated. Today, AIDES and BETC choose to tilt it. This visual 'error'—a deliberate accident to grab attention—is at the heart of the idea. Angled, the ribbon invites the public to look closer at an overlooked fact. A simple gesture paired with a clear message: it’s time to see HIV from a new angle.

“A good idea is recognised by its simplicity. And this one perfectly sums up what we all strive for as creatives: saying a lot with very little,” said Stéphane Xiberras, president and CCO of BETC Paris.

“For years, we spoke about HIV through fear. Fear comes from ignorance, and today, it’s ignorance that fuels stigma. Perspectives have changed, and this campaign fully embodies that shift,” added Leïla Bahloul, director of communications and fundraising at AIDES.

Small change, big impact

On December 1st, this shift will be visible on TV sets, where, as every year, journalists and guests will wear the red ribbon. But this time, they’ll wear it horizontally, to raise awareness of the U=U message. On social media, numerous content creators and public figures will also become ambassadors for the cause, sharing the message and joining this collective movement.

The campaign will roll out nationwide in France across multiple platforms – TV, press, outdoor, and DOOH – thanks to the invaluable support of our partners.

An idea born at the BETC Academy

Another feature that adds value to this concept: it was born within the BETC Academy, a program created by BETC to give young talents the space to shine, take risks, and learn through a real brief under agency conditions. Impressed by the relevance and strength of the idea, AIDES decided to turn it into a national campaign, backed by the entire agency. Proof that sometimes, all it takes is a fresh perspective to shift perceptions.