Origins The Red Ribbon Project was created by the New York-based Visual AIDS Artists Caucus in 1991. This extraordinary collaboration believed it was important to:

Remain anonymous as individuals and to credit the Visual AIDS Artists Caucus as a whole in the creation of the Red Ribbon Project, and not to list any individual as the “creator” of the Red Ribbon Project; Keep the image copyright free, so that no individual or organization would profit from the use of the red ribbon; The Red Ribbon should be used as a conscious raising symbol, not as a commercial or trademark tool. The artists who formed the Visual AIDS Artists Caucus wished to create a visual symbol to demonstrate compassion for people living with AIDS and their caregivers. Inspired by the yellow ribbons honoring American soldiers serving in the Gulf war, the color red was chosen for its, "connection to blood and the idea of passion -- not only anger, but love, like a valentine." First worn publicly by Jeremy Irons at the 1991 Tony Awards, the ribbon soon became renowned as an international symbol of AIDS awareness, becoming a politically correct fashion accessory on the lapels of celebrities. The Red Ribbon continues to be a powerful force in the fight to increase public awareness of HIV/AIDS and in the lobbying efforts to increase funding for AIDS services and research.

In a 1991 weekly column for Outweek magazine, media columnist Michael Goff asked where the pink ribbons were for those dead, dying, and fighting AIDS in comparison to the outsized response of yellow ribbons in support of the first Gulf War which resulted in few American casualties. Frank Moore and Patrick O'Connell of Visual Aids called Goff to ask if they might take it on, and went on to create and build the successful Red Ribbon Project. .