Therese Frare's 1990 AIDS Photograph of David Kirby Wins World Press Photo, Used in Benetton Campaign

On May 5, 1990, activist David Lawrence Kirby died at the Pater Noster House in Columbus, Ohio, surrounded by family and his caregiver Peta. Photographer Therese Frare captured the moment, winning the World Press Photo award the following year. LIFE Magazine later called it "the photograph that changed the face of AIDS," and TIME included it in its 100 Most Influential Images book. Frare gained access through Pater Noster House director Barb Cordle, who believed in publicizing the institution's work. Kirby consented on condition Frare not profit personally. The Ryan White CARE Act was enacted the same year, providing services for low-income people with HIV. In 1992, Benetton's creative director Oliviero Toscani, through Tibor Kalman at Colors magazine, colorized the image for an ad campaign titled "La Pietà," sparking global controversy. Groups like ACT Up and Gran Fury protested, while publications like Vogue refused to run it. Bill Kirby defended Benetton, stating they used the company to spread the image worldwide. By 2010, an estimated one billion people had seen the photograph.