Brisbane’s mX is replacing the ‘x’ in its masthead with a red ribbon to mark World AIDS day this Sunday, December 1.

Five thousand red ribbons will also be attached to the commuter newspaper in a campaign created for Queensland Health.

mX publisher Fiona Mellor said: “HIV cases in Queensland have doubled over the last 10 years. mX’s demographic 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.”

In Melbourne, a giant World Aids Day sign adorned the city's Princess Bridge (below).