From my sources of information, ribbons (as we know them), which are commonly worn by uniform personnel, were first worn by the British in the middle 1800's.
The 1st all-hands campaign medal was Waterloo Campaign Medal, which was awarded by the Duke of Wellington to those who served in the campaign that defeated Napoleon Bonaparte.
This is ironic, because Napoleon was the first to award heroism with decorations, regardless of rank.
Previously, medals were generally presented to those of high rank and nobility.