HIV is the most complex health issue confronting India today with 2.7 million people affected and just 7% aware of their status. The majority of Indians believe that HIV happens only to ‘immoral’ people indulging in illicit sex and drug abuse, and hence distance themselves from the issue. The Red Ribbon Express is a groundbreaking effort, transforming a train into a unique communication medium, designed to change popular perceptions leading to preventive behaviour and testing and removal of stigma and discrimination on a massive scale. Through an array of multi-media devices, 3-D models, games, films and folk theatre, audiences are engaged in an interactive experience, empowering them to ‘Celebrate Life’.

Waved off by some of the most prominent leaders in the Indian government on World AIDS Day, the Red Ribbon Express began its journey to traverse the length and breadth of India, halting at 180 stations covering a distance of 27,000 kms over a span of 365 days. Outreach buses and cycles from each station extended the communication to over 42,000 villages with the help of thousands of volunteers. TVCs, radio, press ads and outdoor along with community mobilization drives built excitement prior to the train’s arrival, leading millions of people to be a part of the world’s largest mass mobilization campaign.