Heroes Project

This campaign draws on celebrities to call attention to the issue of AIDS in India, and to prevent its spread, through various media. Richard Gere, an American cinema star and one of the key mobilisers for this project, was present at the July 2004 campaign launch. Furthermore, the first television message, featuring Indian cricket star Rahul Dravid, debuted on STAR's networks in July 2004. By the end of the 3-year campaign, STAR India is expected to provide a total of 26,000 PSAs that are due to air across STAR's TV and radio properties such as STAR Plus, STAR Gold, Channel [V], STAR World, STAR Movies, National Geographic Channel, STAR Vijay and Radio City. Click here to view "Fans" (Hindi, or Hindi with English subtitles) and "Dressing Room" (Hindi or English) online.

The Heroes Project will also convene a Leadership Council comprised of societal leaders from various sectors whose influence will be leveraged in order to make policy changes in the field of HIV/AIDS. They will help shape a public education campaign that will use online and print content, television and radio programming, and a series of educational events to raise awareness about the epidemic and (hopefully) impact public perceptions of the disease. The Leadership Council intends to unite prominent leaders in the areas of business, entertainment, government, media, NGO, and civil society to influence public opinion on HIV/AIDS in India. This Council's aim will be to create and implement communication strategies supportive of a national climate in which societal and political leaders have the technical knowledge to mobilise effective and sustainable HIV/AIDS initiatives within India.

HIV/AIDS.

The Heroes Project builds on the success of an event organised by Richard Gere, Parmeshwar Godrej, and the Elizabeth Glaser Pediatric AIDS Foundation called "A Time for Heroes India" that brought together Indian media, entertainment, and business leaders.

India's National AIDS Control Organization (NACO) estimates that 5.1 million Indians were living with HIV/AIDS at the end of 2003, indicating an increase from previous years and, according to organisers, constituting among the highest overall numbers in the world. Low overall prevalence among the general population of India - about 1% - masks differences among regions, states and sub-populations. Also according to NACO, while there is awareness about AIDS among the general Indian public, misperceptions - and stigma against those living with the disease - persist.