August 3, 2007, Chennai: Radio Mirchi, Chennai’s most popular radio channel, in association with Heroes Project, the largest nongovernmental public service campaign in India and the 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 unique 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 key 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 Hassan, Sharath 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 the top celebrities, Radio Mirchi, Satyam Foundation and PSI Saadhan, this program 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 centers and maintains complete confidentiality in case of those who are positive.“

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 programs. 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 nongovernmental media campaign garnering nearly fifty-percent of the media exposure on HIV/AIDS in India. The Project has engaged nearly one hundred celebrities and trained nearly five hundred writers and producers in creating HIV/AIDS messaging.

About Radio Mirchi: Radio Mirchi is India's largest private radio network and is owned by Entertainment Network (India) Limited (ENIL). ENIL is India's first pure play radio broadcasting company to be listed. ENIL launched its first radio station in the city of Indore on October 2001. At present Radio Mirchi is operational in 20 cities i.e. Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Bangalore, Jaipur, Indore, Ahmedabad, Jalandhar, Patna, Pune, Rajkot, Vadodra, Bhopal, Lucknow, Kanpur, Varanasi, Aurangabad and Nasik. Radio Mirchi is considered to be the leader in the private FM radio industry and will shortly be operational in 12 additional cities.

About Satyam Foundation: Satyam Foundation – the CSR arm of Satyam Computer Services Limited - supports and strengthens vulnerable and underprivileged sections of the society in urban areas. Satyam has a corporate workplace policy for non-discrimination / non-disclosure on HIV/AIDS. The Foundation has been working in the field of building awareness on HIV/AIDS for many years and has undertaken several initiatives in the past at its chapters in Chennai, Hyderabad, Pune, Bangalore, Bhubaneshwar and Delhi.  The Red Ribbon Clubs formed by Satyam Foundation facilitates sensitization outings and activities associated with HIV/AIDS.

About PSI Saadhan: “Saadhan” means “way” or “means.” The Saadhan helpline is the “means” to access information and knowledge. PSI operates three state-of-the-art Saadhan telephone helplines that provide HIV/AIDS/STI information, counselling and referral services to over 2000 individuals per month. The Saadhan Helpline call-in centre is staffed with qualified counsellors. The queries could be on a range of issues from sexuality to modes of transmission, diagnosis, treatment, and so on. PSI also has helplines at Vizag – 0891 – 2552222 and Mumbai – 022-2389222.