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Radio channel ‘Radio Mirchi’, in association with Heroes
Project, the largest non-governmental public service
campaign in India, and Satyam Foundation, the corporate
social responsibility arm of Satyam Computer Services Ltd,
launched a one-of-a-kind, month-long initiative called
‘HIV Pathi Therinjikko - AIDS Pathi Purinjikko’
Spearheaded by Heroes Project, the campaign was conceived to
dispel myths and misconceptions that prevail in the minds of
people even 20 years into the epidemic. The purpose of this
initiative is to address some of these issues directly and
provide the right answers to questions.
This campaign witnesses the coming
together of the corporate and NGO world with the Tamil film
industry on an entertaining platform like radio. All
elements thus combine to strengthen the cause of HIV/ AIDS
awareness.
Using the strengths of radio as a medium,
the campaign will roll out in two main segments. To enable
wider connect with the listeners, ‘Radio Mirchi’ style
messages will be disseminated throughout the day addressing
issues from care and support to stigma and discrimination.
The highlight of the campaign is the
celebrity quiz. For two weeks, every day, starting August 6,
2007, a new question will be asked by a different celebrity
on HIV/AIDS, thereby addressing myths and misconceptions
related to the issue.
Answers will be invited through SMS and
prizes for the winners will include T-shirts with HIV/AIDS
messaging personally autographed by the respective
celebrity. The initiative will involve a number of
celebrities from the Tamil film industry like Kamal Haasan,
Sarath Kumar, Radhika, Kushboo, Madhavan, Gouthami, Revathi
and Vivek among others.
In addition to the messages given, a
helpline number (044 2534 5555) will be provided so
listeners can call for further information. The helpline,
manned by PSI Saadhan, provides HIV/AIDS/STI information,
counselling and referral services.
Speaking on the initiative, Vinita
Sidhartha, state director, Heroes Project, said, “HIV as an
issue continues to be surrounded by misconceptions. In
Chennai, especially, although awareness of HIV is high,
misconception-free understanding is still not widely
prevalent. By mainstreaming the issue and providing an
entertaining platform, together with proactive involvement
from top celebrities, Radio Mirchi, Satyam Foundation and
PSI Saadhan, this programme expects to address these myths
head-on.”
Satyam Foundation has partnered with the
Heroes Project to sponsor this campaign. The Red Ribbon
Clubs formed by them fronts their activities related to
HIV/AIDS. As the campaign pans out, a Radio Mirchi SJ
(satellite jockey) will be interacting with people at Satyam
to understand their efforts on the issue.
A spokesperson from Satyam Foundation
remarked, “Satyam is perhaps the first Indian IT company to
formulate a workplace policy on HIV/AIDS. It has done away
with HIV testing for candidates selected for jobs in its
various software development centres and maintains complete
confidentiality in case of those who are positive.”
Radio Mirchi station director Mahesh
Shetty, overwhelmed by the response from the celebrities,
said, “We are really touched to see the spontaneity with
which all these celebrities came forward to support a cause
like this. Being one of the leading radio channels, we
thought it our responsibility to spread the message across
and address issues of importance to the public. We are
indeed happy to be partnering in the Heroes Project for this
initiative.”
Tune in to 98.3 FM and clear your doubts
on HIV/AIDS!
About Heroes Project –
www.heroesprojectindia.org: The Heroes Project is a
national initiative targeting the HIV/AIDS epidemic through
the reduction of stigma and discrimination through mass
media and societal leader programmes. A program of Healing
the Divide, the project found its beginnings in “A Time for
Heroes”, an event held in Mumbai, India, in December 2002
that raised funds for paediatric AIDS. The Heroes Project is
the largest non-governmental media campaign garnering nearly
50 per cent of the media exposure on HIV/AIDS in India. The
project has engaged nearly a 100 celebrities and trained
nearly 500 writers and producers in creating HIV/AIDS
messaging.
For further information, please contact:
Vinita Sidhartha, Heroes Project, # 98410 84665 /
28555573
vinitas@heroesprojectindia.org
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