Heroes Project Launches the Heroes AIDS Force on World AIDS Day

  • Initiates Campaign with leading celebrities taking a pledge to fight discrimination against those living with HIV & AIDS
  • Releases the Heroes AIDS Force anthem sung by Kunal Ganjawala and urges Mumbai Citizens to take the pledge
  • Launches Contest to spread the message of awareness and acceptance via the internet

Mumbai, December 02, 2008: Heroes Project, India’s premier media advocacy initiative, launched by Parmeshwar Godrej and Richard Gere to harness India’s communication power, today launched the Heroes AIDS Force in Mumbai on World AIDS Day. This initiative builds on Heroes ACT’07 – a landmark event held last year and the vast body of work done by the Heroes Project to promote awareness about HIV & AIDS. The ACT’07 Red A320 aircraft has done approximately 1900 landings and flown about 3300 hours in the last year.

Heroes AIDS Force is a movement to battle stigma and discrimination related to HIV & AIDS and aims to have citizens participating in it. Mrs. Parmeshwar Godrej, Chairperson, Heroes Project and eminent film maker Karan Johar were joined by actors Priyanka Chopra, John Abraham and fashion designer Manish Malhotra. They became the first members of the Heroes Aids Force by taking a pledge to accept HIV+ individuals in their workplace, amongst their friends and in their lives, in a way that really counts.

As part of its new phase of strategic communication, Heroes Project has launched a web contest in association with Air India. The contest, aimed at internet savvy Indians will dispel the myths about HIV & AIDS and offer the winner a free trip to Dubai sponsored by Air India.

Karan Johar said, I’ve been a part of Heroes Project since its inception, for over a decade. India is facing a serious crisis with over 2.5 million people living with HIV & AIDS, including 70,000 children. Based on the theme of Leadership on the World AIDS Day, we as society’s influencers need to bring a change in the way we regard people suffering from HIV & AIDS and improve the quality of their lives by working towards an environment of hope and acceptance.

John Abraham commented, “The Heroes Project in collaboration with the media has been successful in advocating the issues related to HIV & AIDS. It is our duty to ensure that every man, woman and child with HIV & AIDS should get employment opportunities and essential medical aid.”

Priyanka Chopra reflected this sentiment and said “The more vulnerable sections of society need our voices to draw attention to their issues. Initiatives like the Heroes AIDS Force are a great way of connecting with a wider audience to drive an insightful and educational battle against HIV & AIDS.”

Manish Malhotra shared, “Discrimination of any kind only aggravates the underlying issues to the epidemic, by shrouding them in misunderstanding and misconception. Our ability to amplify the right messages correctly can add much needed clarity and focused attention to the cause.”

Mrs Parmeshwar Godrej, spearheading the cause for over a decade, stated, “There was a need to draw attention to the HIV & AIDS pandemic before it turned into an impending holocaust. In our vision to have the ability to control AIDS and change public opinion on stigma and discrimination, the media has been our constant ally. Much of what has been achieved would have been impossible without
their support. With deep gratitude, I once again to pledge their support to curb the spread of AIDS by becoming part of the HEROES AIDS FORCE.”

Spokesperson from Air India said, “Air India is very happy to partner the Heroes Project. Last year we extended ourselves by creating the ACT’07 red plane to act as a symbol of awareness and carrying educational information. The extension of the plane and our support for the contest will ensure that we maintain the momentum for this important cause.”

Join the Heroes Team this year as they pledge to participate in advocating the issues related to HIV & AIDS.

The Heroes Project had planned to launch The Heroes AIDS Force at an event for Citizens at a Mall in Central Mumbai on the eve of World’s AIDS Day. However, considering the unprecedented violence and terrorist activities in Mumbai over the last few days, it was decided to call-off the event keeping the sentiments and safety of citizens.

On Heroes Project:
Heroes Project & Heroes AIDS Force: Heroes Project seeks to develop coordinated campaigns to address the spread of HIV & AIDS and reduce stigma and discrimination by influencing public perception and policy through two platforms: advocacy and communications. The campaign aims to include targeted television and radio public service messages, integrated messages in TV shows, and news and documentary reports. All public service messages will be supported by informational materials such as campaign website and brochure on safer sex.