Gere launches AIDS initiative in India

Hollywood actor Richard Gere launched his HIV and AIDS prevention campaign in India’s financial and entertainment capital of Bombay today, roping in Indian film and sports stars to convey a safe-sex message to the country’s billion plus people.

The “Heroes Project” is the latest initiative by Gere, who over the past year has become a vocal campaigner against HIV and AIDS in the region, identifying AIDS awareness and care projects that need more funds.

India has 5.1 million HIV-positive people, the world’s second highest number of infections after South Africa, according to a report by UNAIDS.

In the campaign’s first television spot broadcast today, India’s star cricketer Rahul Dravid put on his helmet and warned: “Don’t take chances with AIDS. Protect yourself and others.”

Future advertisements will be more direct, Gere said.

Celebrities will “pick up a condom and talk about it”, said Gere. “They’ll say, ‘Please use it. You gotta protect yourself, you know about this disease'.”

The campaign’s public service messages will run nationwide next month in newspapers, television, radio and on the internet.

Gere said the campaign – which will bring together business leaders, government officials, non-government organisations and Indian movie and sports stars – would also tackle the stigma and discrimination faced by AIDS patients.