Iron Deficiency Anemia affects 40% of children under the age of 5 worldwide*, impacting their physical and cognitive development.

• Simple actions like screening and balanced diets are key to detect and help prevent it.
• Since the launch of its global program Iron Up!, Danone has conducted over 3 million screenings of children worldwide.
• For the occasion of Iron Deficiency Day, on November 26, 2025 Danone accelerates its efforts, launching a global awareness action around the world.

Through the Iron Up! program, Danone has conducted over 3 million screens, raised awareness, forged large-scale partnerships, and delivered clinically proven nutritional solutions. For Iron Deficiency Day 2025, Danone goes one step further to make iron deficiency impossible to ignore. 

On November 25, 2025, part of the world woke up without red. Across Africa, India, Southeast Asia, and the Middle East — from television channels to social networks to football teams — the color simply vanished. This striking visual disruption surprised, intrigued, and sparked curiosity.

For the occasion of Iron Deficiency Day, Danone revealed that they were behind the disappearance of the color red. The initiative was orchestrated with a broad coalition of partners: Phosphatine, SGM, Dumex, Dugro, Blédina, Dexolac, Bebelac Junior, major media partners such as Canal+, Global Africa Telesud, Brut, Adamant Media, MTV Lebanon, Pulse RCI, Indonesian retailer Alfamart, as well as a wide network of healthcare professionals and influencers.

The campaign unveiled that red — the symbol of healthy blood, iron, and vitality — had been “given” to Iron Up! and its Iron Buddy character to raise awareness about the effects of iron deficiency in children and encourage parents to screen their children using a simple online tool: the digital Iron Tracker. 

Beyond this major activation, Iron Up! sustained momentum through: an Iron Deficiency Anemia pledge campaign with more than 18,000 health care professionals in India, the IronBiotics Summit in India, IdeaFest — a cultural Festival with a series of talks on iron deficiency in Indonesia — as well as conferences across the Middle East and North Africa supporting the movement, new partnership with the government: the Ministry of Public Health of Madagascar and Blédina announced this Wednesday, November 26, 2025, the official launch of the Early Childhood Anemia Screening Project in Madagascar, in partnership with the Malagasy Pediatric Society (SOMAPED) and the Malagasy Pharmaceutical Office (OPHAM).

Danone holds a strong conviction that nutrition in early life is at the foundation of life-long health and wellbeing. With this unprecedented, large-scale mobilization alongside partners sharing the same objectives, Danone reaffirms its commitment to supporting children’s health worldwide, helping new generations grow strong, learn, thrive, and reach their full potential. 

This campaign was developed by Danone in partnership with global creative agency BETC. 

*Anemia in women and children (WHO 2019)