In 1991, Patrick O'Connell, founding director of Visual Aids and his friends observed a significant raise of AIDS among artists in East Village and decided to launch a campaign to increase awareness about AIDS.
They Observed Americans in small towns were willing to visibly express their support for soldiers by putting up yellow ribbon and after a little brainstorming they designed Red Ribbon logo. Red was chosen for its, "connection to blood and the idea of passion -- not only anger, but love, like a valentine."
source: BBC
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