Iron Up! — Red Disappeared

Iron deficiency is the leading cause of anemia, affecting more than 40% of children under five worldwide. Yet its symptoms often go unnoticed.

So on November 25th, 2025, BETC launched the Disappeared Campaign for the program Iron Up!, powered by Danone. Instead of explaining the problem, we made it visible: red disappeared from social feeds, logos, TV screens and influencer content — symbolizing the iron quietly disappearing from millions of young bodies.