mX Brisbane changes masthead for World AIDS Day to encourage people to wear red ribbons

mX in Brisbane will today replace the ‘X’ in its masthead with a red ribbon to mark World AIDS Day on Sunday 1 December. In addition, 5000 red ribbons will be attached to the newspaper to encourage commuters to join the campaign.

The campaign, which was produced for Queensland Health aims to increase awareness of the illness’ dangers and encourages Queenslanders to collectively ‘E.N.D. H.I.V’.

Says Fiona Mellor, mX publisher: “HIV cases in Queensland have doubled over the last 10 years. mX’sdemographic of 18-39 year olds is core to the campaign.

“Through our execution, we have been able to create something impactful and creative that speaks directly to the target audience. I’m delighted to be able to work collaboratively with MediaCom and Queensland Health to help raise awareness of this cause by changing our masthead and distributing ribbons for the day.”

Human Immunodeficiency Virus (HIV) is the virus that can lead to Acquired Immunodeficiency Syndrome (AIDS). People with the virus are said to be HIV positive. Over time if left untreated (usually many years), HIV can affect a person’s immune system leaving the body less able to protect itself from disease.

Because of advancements in treatment, living with HIV is much more manageable these days, however, there is a need for greater prevention and awareness of HIV as well as better collaboration to reduce transmission rates and increase treatment.

The execution of the campaign for Queensland Health and MediaCom coincides with the Queensland Government’s launch of the new HIV Foundation Queensland, which will officially come into existence on World AIDS Day this year.