Branding and Activation for Red Ribbon Campaign

The Body Shop partnered with UNAIDS on the global “Be an Activist” campaign, created to re-energize the meaning of the iconic red ribbon at a time when global support for HIV awareness was fading. Our mission was simple but urgent: reignite visibility and remind the world that HIV continues to impact millions of lives.

I led the casting process to find individuals whose lived experiences could bring raw honesty and humanity back to the conversation. I appointed Annie Lennox as the campaign’s figurehead and collaborated with Rankin to craft a powerful visual narrative that celebrated activism, resilience, and solidarity.

The resulting exhibition toured globally, while the campaign activated across every The Body Shop store worldwide for World AIDS Day—raising both awareness and funds for the cause. It was a project rooted in purpose, storytelling, and creative activism. One of the proudest projects of my career.